Tales Series and the West

There's a video over at Siliconera of Hideo Baba, Tales series producer which discusses everything Tales from localization to difficulties with the west. Among the finer points discussed are the following:

Diificulty in Promoting the Games in the West
Surely, there are Tales fans outside Japan, but in order to pitch these games to the western audience, they need to do a lot of promotion and other stuff just to make it sell well and therefore cover the cost of bringing it outside Japan.

Localization
The Tales series has a lot of texts - Japanese text. The fact that the language is kind of different with English means they cannot directly translate everything since it will not have western appeal. Though I highly doubt this thing since Atlus USA is pretty successful in localizing their Japanese games. When they translate - they directly translate so that the feel of the Japanese game will not be lost in translation.

This is just an understanding of their fans. I feel that the sales team should not worry about this direct translation thing because this is what the fans might actually want. Am I right?

Gaps in Releases
When you decide to release a Japanese game outside its home country - localization is important. And since Tales is text - heavy, there'll be a lot of time needed to translate things over. But that's one thing though. It's a known fact that not all text games were translated. Perhaps this is the issue.

Are you a fan of the Tales series? What do you think of its developers efforts in translating it to the west?