I wouldn't quite go that far. At least not initially. Niji EN 2.0 did have considerable success in differentiating itself from Holo EN (well, after Luxiem's debut. Before, it was criticised for being too much like Holo EN). Its quick growth was a genuinely sensible strategy to build team synergies while Cover let EN languish at 5 members of questionable chemistry for a year. Luxiem was a slamdunk. And they clearly had farther reaching plans with the concert and everything.
Unfortunately for Niji, ACCELERATE! hit a few snags, management couldn't get the concert delivered on schedule, and while 2022 was a year of Niji win after Niji win, 2023 became the opposite.
But even so, even people here routinely recognise that the chemistry between, say, Millie, Pomu & Selen, or between Vox and the late Nina are/were something Hololive lacks for its EN branch to this day. Rather in contrast to the two corps' JP branches, it's Holo EN that seems more dissonant than Niji EN. Something that can partially be attributed to Cover's glacial growth of the branch, early on not having enough members for variety, and now having huge gaps in terms of seniority, which impacts familiarity if nothing else.
Niji has fucked up, that one even Nijinegros hardly dispute these days.
But it did (eventually, after the IN rebrand nonsense) have a plan, and it actually succeeded fairly respectably for a while.