Who are these "most people" you refer to? Tolkien is very clearly not the same genre as Robert E. Howard or Fritz Leiber, and I've never come across anyone who's claimed such, at least if they were at all familiar with fantasy literature to begin with.
And if your definition of S&S is that broad, then I don't see the point of your whole discussion. There's nothing in the teaser we've seen for the setting as yet that would contradict such a loose definition of the genre. Then again, I'm struggling to imagine what would contradict it except for really oddball settings, like the aforementioend Dark Tower. Such a loosely defined genre isn't a very helpful definition, because it's too inclusive. If you say something is swords & sorcery, that doesn't evoke much more than the vaguest response with such a loose definition.