The winner of the “advanced” category is lighter than ticket to ride.

Challengers may have simple rules but it has plenty of strategic depth. That seems to be the sweet spot for Kennerspiel.

I can understand that stance. I think what SdJ represents doesn't really equate to "this is the best game" so much as "this is a game that you should pick up and play over Christmas" because of the criteria that is involved in selection. That's why it has such sway in sales; because you have a bunch of families who are looking for a TtR level game and they run out and buy it for the rest of the year accordingly. Their advanced category is effectively "ok, you've already played a couple of boardgames, now here is the next level" which is still a far cry from Terra Mystica. How decipherable the rulebook is, stages at which planning for turns is done, all of that is criteria but on a culturally oriented level for just German families, not an abstract one for connoisseurs (ala BGG).

Something a friend of mine in Germany told me; you see more people playing boardgames, but a reduction in percentage of "heavy gamers" (which is an amorphous metric anyway once we cross cultures). SdJ meets their needs because that's what the populace by and large needs an award for (compared to heavy gamers who do their own research). That's why I also look at the Jogo; it's going to look at what Americans would consider "heavy" games.