My perception of Saints Row isn't that they did something wrong or changed in a bad direction, but to the contrary, the type of humour and "amusement" the game relied on didn't age particularly well, it comes from the age of le random, LMFAO and similar content.
Yup. There's a lot of dumb moaning about how it "went woke" and that it changed too much, but having played it, it's biggest flaw (imo) was that it didn't change enough. It tried to integrate humor and story that peaked in the late 2000s and mash it together with a "modern" setting and cast. And it didn't help that the gameplay felt as aged as the humor. All in all, it was too medium for it's own good, taking too few risks and not changing enough for a franchise that made it's mark pushing the envelope.