Because until Sakurai clears everything up, anything he shows is a veritable Schroidinger's cat?
Thanks, I'll update the OP in a moment.
...I'm not going to reply to all of you individually. Let me elaborate on my stance on that she's a costume.
First, like I said, she's clearly not on the same level as other newcomers. It could be because she's a clone or costume. Yes, I've heard the mobile site has a larger box for her, but the normal site still has a small box. That point still stands. I'll go ahead and edit the OP. Yes, Villager's costume change his face and gender, but they're not really different characters, they're all basically the same blank slate. If she had unique moves, wouldn't they of shown at least one? Different hitboxes? Like, very slightly different because she stands differently. Why would a costume be revealed like a character? Because she's a different character, represented as a costume.
Dark Pit... Lemme go off on a tangent for a moment. The Kid Icarus series already has a stage for each game, and DP isn't a hazard for either. (Doesn't make a significant appearance in either area in KIU, both already have quite a few gimmicks.) He was already "playable" in Brawl and was hinted at being playable in Palutena's trailer. We've even have a costume that changes a character's voice: Male WFT. Why give Lucina a spot on the site, and not DP? There's a multitude of possible reasons, but I've gone on for long enough about him. Unless you want me go keep going off topic? Dark Pit is in the game, and is most likely the same thing Lucina is. ...Whatever she is.