Rebirth's tactics kinda happen in the materia screen, also it really depends on what difficulty you go for and what content. The game has very generous comeback mechanics in the form of the synergy and limit break systems, which will eventually allow you to brute force a boss you're fighting with a string of stunlocking moves and/or invulnerable power moves.
But the harder content requires some careful thinking and synergistic tactics. I think the gameplay is mainly designed to happen in its menus cause there's too many skills to shortcut. The difference in Rebirth is they made parries a hugely important thing now, but there's a materia for that also.
I think its combat system is probably asking a lot from a general audience tbh, it's probably close to the most deeply misunderstood combat system an FF has had, even more than junctioning or gambits. Anecdotally I've heard lots of people describe it as a war of attrition, with damage sponging enemies and unfair healing mechanics. I don't agree with any of that, the game provides interfaces around everything if you engage with it on its terms. But it's not an uncommon view wrt its systems, and so that is also a potential factor which can drive away people if they aren't hooked on its characters and world already
edit following up on the above discussion, Rebirth does have all those things. It's a much richer integration of standard RPG stuff within an action framework. However I do feel the balance has been tipped a bit too much towards action, like 60:40 in standard content and maybe 70:30 in harder content.