Super Smash Bros. Wii U and 3DS Discussion

In regards to unlocking characters, don't you have to unlock the custom moves? Isn't that a considerable task in itself?

Much bigger than just unlocking the characters.

Every character gets 3 sets of customizable moves (12 total, 3 for each B action). You unlock these during Classic Mode, Smash Run, and All Stars Mode by playing, and in Smash Run they drop as items similar to trophies in Brawl's campaign.

But customization items also include several other things, like Mii Fighter outfits, and general stat booster items that can also be configured in your setup. So there's a ton of customization stuff that can drop, and because of that it can take a while to get them all.