Well, I only play it for the fighting. I appreciate the expansive multi-tier environments, the 16 characters with the pixel shaded bump-mapping, and the rich plot development. Seriously, why else would I play it?
Technical question: Do they still have that weird directional reverse for kick-countering holds like they did in DOA4? All the holds in DOA3 had roughly the same "away" directional input, but DOA4 had "towards" for kicks, and combined with the much faster pace it totally killed my enthusiasm.
Plus trying to beat story mode (read: Alpha) with Gen Fu nearly caused me to snap my controller in half with my bare hands. No kidding, I could hear the plastic creaking.