Criticism does not necessarily contitute a smear campaign.
I'm highly critical of Elemental's setting. Primarily because of the fact although it's argued that considerable thought and effort has been placed in it, why are concepts recycled wholesale from Galciv II?
The 'Dreadlords' there were a fun tongue-in-cheek reference to other 4x games having big-bads. But what purpose does it serve to copy-and-paste the Dreadlords and Arnor into Elemental's setting?
Considering the amount of grammatical and spelling issues with the in-game flavor text in Elemental, and things such as the recycling of names and concepts from earlier games there may be some good lore and ideas but they're not coming through.
Gameplay wise we don't see any differentiation in factions driven by lore, or unique character.
The funny thing is after purchasing Elemental, finding it wanting compared to Galciv 2, I purchased Master of Magic after hearing about it. Although it has a paper thin plot the gameplay and options presented to the player all result in strong sandbox plots. Elves play differently than Klackons (a major factor here being how population ties with resources/production and racial bonuses can really structure how games play) and there's decisions to be made in how magic is specialized. I could be a necromancer terrorizing the Halflings I rule by sacrificing them or an Elven life mage focusing on saving the forests from interlopers.
The basic idea of a post-apocalyptic fantasy setting where magic is returning and you're building dynasties and armies and trying to restore the land or drain the last bit of life from it for personal gain is a good one. But instead of being pidgeon-holed with a prebuilt chronology I'd be good to focus on writing 'fluff' that enhances the game as it's played: a sandbox game.
Having the fallen following in the footsteps of the *insert name other than Dreadlords from Galciv
and draining the last life and magic from the world to ascend themselves could work out well. But there need to be things that differentiate kingdoms and empires, and the games need to be set in a situation where it feels like player's actions matter. Having a novel set hundreds of years later seems to defeat that purpose.
Kerberos did a relatively decent job with the lore tied in with each Sword of the Stars expansion, having short stories that tied in with major plot developments and leaving in random encounters and backstory various plot hooks to expand on which could be changed depending on feedback. With the current approach to Elemental, while you're being open about gameplay changes the lore needs just as much care, having it developed in a way where each expansion can have a few possible directions that the writing may go and different routes are taken based on positive and negative feedback would be the approach to do.
Honestly, if Stardock is so invested in the current Elemental lore, the best option would be for those who want a more sandbox friendly "standard fantasy" setting to be allowed to have a semi-official alternate world setting where instead of Kingdoms and Empires there's specific races (Elf, Dwarf, Men, Lizardmen, etc.) that you can assign a sovereign to. It could even be viewed as an 'alternate world' with its own sets of gameplay rules for sandbox games.