Can't say these excite me at all. I'm spoiled with Pathfinder goblins and bugbears, so I wouldn't expect to be excited by them, but even the hobgoblin is really bland. I'm glad there's a competent, militaristic, and evil humanoid race but the hobgoblins make it feel like a checked box rather than inspiring me to use them.
The hobgoblin description is just a mash of random Earth labels, which doesn't do anything for me. Spartan hobgoblins are cool. Yakuza hobgoblins are a bit confusing, but might be okay. Spartan + Yakuza hobgoblins seems confused and desperate.
The goblin descriptive text is the most evocative. It makes them feel more urban and predatory than the way they're traditionally used in D&D, but that's a legitimate goblin niche.
It really makes the bugbear stand out, though. The goblin is a little scary and the hobgoblin tells you that it's scary, but the bugbear is just boring. They're big agile dumb guys... okay. I guess that box is checked off too, but in a very uninspiring way.
I'm probably focusing too much on the descriptive text in an art article, but they just don't seem to have a clear vision for these. And, frankly, I think it shows through in the art. I mean absolutely no disrespect to the artist, I just don't see an clear direction for goblinoids in the text, so it would be unfair to expect it in the art.
Cheers!
Kinak
