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It's the BR last man standing style, but over 3-6 Takeshi's Castle Style minigames. It has 25 at the moment, with more apparently getting added in updates.
It's a pure gaming experience, it's fun, that's it. The thing that has everyone salivating is a dev made a fun and accessible game. It has 3 button imputs and is intuitive to play and watch, with almost endless marketing opportunities. The Beans themselves are perfect mascot characters, because no matter how you dress them they are still obviously a "Fall Guy".
The hype is completely organic, because Playstation and PC rarely get games like this and people want them, no matter how "hardcore" they pretend to be. Nintendo barely even makes them these days, last I remember was Splatoon 2 possibly Mario Maker 2.