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Incineroar is based. Charizard is literally only shilled because it was popular 20 years ago, and they know it will make genwun spurgs spend money because KANTOOOOO. it's the reason Charizard got 2 megas. It's the reason it's the fucking ACE POKEMON of a Champion unrelated to its region. It's the reason he gets another super speshul form. Its the reason he was picked to be the solo choice for Smash 4, scrapping the rest of Pokemon Trainer's shit. It's the reason he was Red's Pokemon in Origins even though Red has always been depicted with Bulbasaur. It's the goddamn reason Alain had it as his Ace and still beat Ash despite taking multiple super effective hits from Shillfrog. GameFreak can't help but shill the fuck out of it because it draws attention. I'd argue Charizard is pushed to the same degree as Eevee, but not quite as much as Pikachu.
Meanwhile, Incineroar is just a Fire starter people get their panties in a wad over because....? Its humanoid, I guess? It's not "shilled" in the slightest. Kukui has one in the anime, Ash just got one (as a character arc for his Litten. See: Ash's Infernape), and it got added to Smash because Sakurai wanted a new Pokemon and felt a wrestler would be cool. And he's right - Incineroar may not be top tier but fuck if he isn't fun to play and watch. The rare times he shows up in high level play, the casters eat it up. He's just fun.
Hes the only starter to ever hit an 80% usage in official formats. He's an incredibly solid Doublesmon, unlike Charizard who's main gimmick is "oh which mega will I be, teehee" and now he's lost that. Gigantamax Zard will be bottomed tier trash like his base form.
Incineroar lives in your head rent free. He makes you angry for dumb reasons and your concept that he's "shilled" is just blind hate for nothing. He's no more shilled than Infernape was.