It is straight power creep and doesn't fix issues with any of the problematic existing archetypes like Frenzy Barbarian or Pact of the Blade Warlock, in instead offers archetypes that are strictly more or too powerful. I feel this is to sell books, not improve the game.
I honestly don't get that at all.
The power curve fits very well within the established range in the PHB. Many of the subclasses err on the side of theme over pure mechanics, and I'm fine with that. I don't see any of them as noticeably under or over powered.