I was thinking this might be their intent, looking at the dreamer's avatar (who is already a strong master) it seems like they've made him more fun by giving him area effects, there is no argument that this form is not as 'strong' as the Dreamer master. Im keen to play aDreamer (haven't had a chance yet) just because he DOES seem fun to play.
Although... am i the only one who was dissapointed with aDreamer aesthetically? The fact that you can see so little of chompy is not good, and it's so 2D.
And yet. Kirai isnt a 'strong' master (not in the same league as dreamer) and her avatar does almost nothing for her team, considering her play style and the models you are going to be taking with her. So if their intent was to make stronger avatars for models who are otherwise weaker, and to make different/fun avatars for masters who are already strong, it seems they've only partially succeeded.
I've also got aRasputina and aZoraida, none of which i've fielded yet. AZoraida looks like a strong avatar (on an already 'strong' master), aRasputina i think could be useful toward the end of the game (although play style seems totally different to master raspy), but aKirai... kirai was my first crew, her avatar had just come out and i bought it, i was REALLY dissapointed, reading her card. Considering, to use the avatar you lose Kirai herself, lost love, AND Ikiryo, in order to gain one model who is like a mix of kirai and Ikiryo whilst being as good as neither... i don't know that i'll end up using her avatar, which is just a complete waste of $40 (aesthetically, it isnt a terrible model, but its nothing special either).
I have 4 avatars and they're all either 'meh' or bad, which doesn't seem right to me. The people i play against have avatars but i've only seen one actually used (Nicodem), nobody else bothers with them even though they own the models.
I don't think that avatars need to be a 'better' version of the master in every way, but having them excel in one area (making sure they are still balanced - so having other weaknesses to make up for it) in which the master is already at least decent in, would be the way to go.
I definitely think some avatars need revisiting and improving anyway (ahem *cough*kirai*cough*), just my two cents.