I'm just going to repost what I said on the comp forum here;
I have a feeling a lot of people are playing Incineroar wrong because they aren't focusing on his strengths and choosing to lower his risk which comes with a disproportionately large reduction to his reward.
Counters have typically always been high risk, medium reward moves where it almost never worth throwing them out because its an unfavourable trade. Bayonetta is the only character to bring that reward up to high. But Incineroars counter is different, its high risk for insanely high reward to the point that its worth using.
The thing about Incineroar is his grabs are terrifying to the enemy so they will rarely stay in shield, instead they are going to throw out hitboxes far more often than if they were against a character like the belmonts. Incineroars very nature is going to condition the enemy to play more aggressive. This is distinctly different to the usual characters with counters in the FE characters because their grabs are usually plain awful, so the opponent can sit in shield more safely.
An Incineroar who doesnt use revenge, is basically telling the enemy that they weren't planning on using many throws this match, so spam hitboxes all you want, you can even superglue your shield buttons so they are stuck open so you'll be even safer vs him. You can't be a 'grappler' while giving the enemy free reign to throw out as many hitboxes as possible, you have to scare them into shield and you sure as hell aren't going to be doing that while never using the single best move to do it.
Some counters are obviously better than others. Marths being quite poor, then Ikes able to kill and Bayonettas being ridiculous. Incineroars is arguably better than Corrins but, and this is a big thing here, we can't measure it by how much reward you can possibly get off it (which is where people are very, very wrong), we must measure it by how differently the enemy plays around you when they know you are prepared to use it. Think of Samus vs G&W, in a matchup where the G&W never uses bucket because they are petrified of super missles vs a G&W who is always ready to bucket charge shot. They are wildly different, the Samus player is going to do far better vs the G&W that is more afraid as they can use charge shot for KOs. An Incineroar playing against someone who second guesses their KO reads or edgeguard attempts, is an Incineroar who is going to live longer and KO earlier.
To me, not using Revenge is akin to not using something like k.rools crown. Just because something is risky, doesn't mean you give the enemy free reign to do what they want without requiring them to take any risks themselves. Of course its still a high risk move but if you are playing a high risk, high reward character and you decide to lower the risk to lower the reward by a disproportionately large amount, then what the hell are you doing, go and main Mario or something and never try to go for high upb kills.