I feel like the common trap for designers is to put too much stock in tag lines like "Over 700,000 different builds!"
You're dumping a combinatorial explosion of overhead onto players. If all those choices don't significantly enhance the core game experience, you as a designer as wasting people's time. Doubly so if most of the choice space can be safely eliminated by savvy players. The internet exists after all and someone is going to do the math. Why would you gate the competitive portion of your game behind convex optimization problems? Certainly not to make things more fun.
Some examples of these trends are load-outs in FPS games. Every gun now has tradeoffs for sights, barrel, under-barrel, magazine, ammo, etc. and these choices only come after you've chosen a class/weapon. When the core of an FPS is tactical positioning and aim, these options feel like a cheap gimmick in order to milk slightly more time out of players. Franchises like Halo and Battlefield fell for this trap and have completely ruined their reputations.
You can still give players choices that _add_ to the core gameplay like counterstrike does with the round economy. If the entirety of a choice you're giving a player happens in a menu, that should be a red flag. The game design industry needs to less emphasis on statistics/combinatorics and more on gameplay/narrative.