So I've been thinking about a lack of a season 4 pass and trailer and also that "we're doing things differently" line. Some people speculated Capcom wants to squeeze the full individual character price out of the playerbase, but that doesn't sit with me. Capcom would know it's better to get $30 up-front out of players for a season pass, otherwise they lose out on players that might drop the game early in S4, only buy one or two characters, or unlock the cast entirely with fight money. It also makes no sense we didn't get at least get a silhouette roster at the end of Kage's trailer. Even though the community doesn't care for them, it would've been better than nothing.
My speculation is we didn't get a season 4 trailer or pass yet because Capcom isn't confident they can design and implement six new characters this season. I'm seriously wondering if Capcom saw the poor sales figures for AE and decided to re-distribute the remaining resources for SFV towards SFVI development. Capcom doesn't want to announce up-front at Capcom Cup "Oh hey, for season 4 we're only having three DLC characters", it'd cause "SFV is dead!" panic. So intead, they're burying the lede. That's my opinion anyway.