So let me put my cards out and I'll stop dancing around stuff.
The leaks of a MMRR Pain & Panic ride and a Hagrid-like coaster were what I heard too. I heard Disney considers the comedic interpretation in the Villains show in DHS not something they want to continue going after, so I don't think this new land concept is going to be comedic or more family friendly. My guess is Disney wants to go for a jovial, but still threatening, and offer several types of villain concepts to choose from. Back to what I've heard, Disney's interested in the guest flow of Berk with the characters, not making it "family friendly" per say. Back to the rides, ops wasn't a fan of having an outdoor attraction having to be the main LL revenue driver so the push was made to focus on the indoor dark ride being the revenue generator. Rumor has it they want to really knock the dark ride of the park.