I may be misinterpreting this, but I don't think we're all discussing the same thing here. I think @apaladin is ultimately referring to the potential for this development to feel too new, inauthentic, or set apart. For example, is one side of Howe Street going to feel completely disjointed from the other side? Is the proposed condo building at the traffic circle going to feel distinct (in a bad way) from the adjacent new construction that carries some sort of overall vibe? In those ways, it could feel like a mall in terms of being master developed.
Atlantic Station in Atlanta doesn't feel authentic, and it feels like a distinct destination. It feels like a mall (or lifestyle center) of an elevated sort. Some of it is psychological and will greatly depend on signage and branding. Will people going to [insert tenant name here] say they're going downtown or to County Square for a night out? It will be interesting to watch. Ultimately, the City of Greenville should be the ones guiding signage and perhaps providing wayfinding in order to guarantee that it ties into the rest of downtown.