I mean they let the gamers tell the story. They give just the right tools, the right mysteries and they steer the playerbase to it. The community catches on fire, everyone begins to know what's going on and all of sudden Frontier has created an event that people are talking about.
no doubt they try to be original, and they chose an experimental and hard approach. and as an experiment i would say the result so far has more or less made it, but it definitely doesn't qualify as really good story telling. if only because only a tiny fraction got a significant fraction of the story. that could be a good story, but no good telling.
like all experiments, it requires wit and has risks. quite commendable. not really 'shocking'.
that's actually something that irks me about frontier. they can't do anything normal, absolutely everything must be original and different, like an extreme case of 'not invented here' syndorme.
they can't use any of the existing (top notch) 3d engines, they had to roll their own.
they can't have regular bounties, they had to devise a 15 node state machine that in the end is useless.
they can't use or learn from any of the existing game network systems, had to roll their own p2p maze, and it just sucks (big time).
they can't have regular gear levels/upgrades/crafting, they had to invent engineers and urinate almost everyone off.
they can't have or learn some basic game economy, they had to roll their own and it's totally dead
they can't be neither a mmo, nor a simulator, nor arcade, they had to be all of it plus something else, and it totally blows through every hole
they can't have a regular arena/tournament/ranking whatever, they had to invent cqc and let it rot
and the list goes on and on ...
and then you say what the fig and jump into your ship, take a ride to wherever, exploring, or landing on a planet, strolling around in your srv and you are totally blown away by the experience. they totally nailed sound and ambience. totally. but that's it. everything else ... soon(tm) if our genius experiments permit.
sometimes i wish they could be a bit more ... normal.