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Ceral, you're not alone, I saw plenty of people on 4chan's /jp/ worry that Key had lost their special touch just from the second OP.
I think you're right that the 2nd OP wants to appeal to the "we love awesome fights" crowd. Isn't that desirable for Key / Visual Art's? Because they knew that they would have a lot of fights in the second half of Rewrite, they asked White Fox to make them an OP that would boost their sales, and this is what they received. Isn't that what happened? White Fox could have instead tried to sell Rewrite as an epic dark fantasy like Berserk, and plenty of people would have been fooled. But in my personal opinion, the "WSJ fighter" sort of atmosphere should widen the sales more. I would rather ask, with the info that Rewrite's second half has action, how could they possibly not try to market it the way they did?
But if you say that it doesn't seem "original" because of energy swords and dinosaur-like monster hordes, I can't really counter that. The thing about cliches is that people often mistakenly think that great things possess uncliched elements that set them apart. However, upon inspection, there are really so many things that are basically 100% composed of cliches, and it's thoughtful and clever execution that set those things apart. Key is the crowning example of that, they write school life comedy with a "harem" cast, moe characters, and sentimental drama. Before Moon/Kanon actually came out and were played, you couldn't have convinced anyone that Key is unique. Actually, I still can't convince some of my friends that Key is more than just "moeblobs", so screw them! In any case, is it possible Key/Romeo will fail and that energy swords will really just be energy swords? Yes.
On a final note, I can understand comparing Rewrite to AB in order to articulate what you don't want Rewrite's action to be like (I'm 100% in agreement on that) but like other/s here have said, it's not being created in anywhere near the same way.
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