Although it is true that the PR of Shenmue 3 was not let's say very suitable in the past, I do not think that DS is to blame mainly. The whole S3 project was cursed from day one.
They were people that saw the whole KS starter campaign as conspiracy from Sony just to test the waters how much money they would get and in the end Sony would back the game anyway.
There are some people in the internet that want Shenmue 3 to fail. At this point it would be better just to ignore the negativity
In many cases they are not negative because they want Shenmue 3 to be a better game. They are just negative because outrage culture is modern now. If nobody cares about the negativity they will shout up rather fast. They are just attention seekers if they do not get enough attention they will disappear.
I am not going to defend the missing of good marketing in Shenmue 3. The gave deserves something better.
But we are at a point were not even the best marketing people could mend the problem.
If the small internet mob has chosen a game that they want to fail you can nothing do about it.
Look at Days Gone. The game had perfect marketing, but still some internet people wanted to game to fail and started to bash it even before the release.
After the release they continued with their flaming encouraged by the bad reviews.
In the end the game survived quite well because it turned it it was a good game. Some youtubers even made clarification videos that they judged the game wrong.
Shenmue 3 might face similar fate. The war on PR is lost but if Shenmue 3 turns out to be a good game, then it will still find many fans and the haters are not to able to kill it.