A lot of fighting games have characters that are easily recognizable archetypes:
Karate: Ryu, Ken, Ryo Sakazaki, Akira
Hero: Terry Bogard, Alex
All American: Guile, Terry Bogard, Ken, Rungo
Ninja: Hanzo, Galford, Kage, Eiji, Ibuki
Strong & Sexy: Mai, Chun-Li, Sara
Military: Guile, Charlie, John Crawley
Badass: Geese, Heihachi, Goh
Monster: Blanka
etc.
...or regional archetypes:
Thai: Sagat, Adon, Shura, Brad Burns, Joe Higashi
Indian: Dhalsim, Purum
China: Chun-Li, Pai Chan, Lau Chan
Brazil: Eddy, Sean
etc.
Instead of archetypes, Guilty Gear has a bunch of messed up lunatics running around Roman Cancelling each other in drag.
It's like a bunch of Anime Characters, Metrosexuals, Superheroes, Goths, Street Fighters, S&M Enthusiasts, and Harajuku Cosplayers decided to drop acid and then trade bits and pieces of each others clothing.
And even the name Guilty Gear is strange. I mean, what the hell is a 'Guilty Gear' anyway? Why would a gear be guilty, and what would it be guilty of? Why does the announcer say 'Heaven or Hell' at the beginning of the match, and what exactly is it about the cancels that makes them 'Roman'?
Guilty Gear is a good series and I like it, but I can see why it's hard for people to relate to it.