If "families" are paying attention, it can be both family friendly AND classic horror rated. I go with my 13/14 yr old daughter. I know what we like and don't. We choose accordingly, so for us my daughter's first year last year was largely "family friendly" horror, as we define it.
I think an assortment that has some scary edgy stuff like scary tales, IP's we love like stranger things, fun stuff like slaughter sinema, and a couple houses that reviews say are really violent and gross like Blumhouse or whatever (we skip those) works for most everyone.
I don't think it's realistic to expect ALL the houses to be the perfect level for everyone. Some would want 10 houses like scarecrow or the strobe one from last year, some would want 10 like stranger things, some would 10 IP's, some 10 originals, and some 10 comedy houses. My perfect lineup would be alien, thing, Buffy, ST, ghostbusters, a Scooby doo gritty house, and some cool originals like the old haunted ww2 trench one, or slaughter sinema. But I bet half this board would think that all sucks.
Knowing my daughter tend towards the cowardly side of true horror and think all slasher flicks are stupid and copycats, I think the current mix they use is pretty good and seems to have something for everyone.