What the heck happened here?

[media=youtube]ukkp6F33TrY[/media]

was this just a roll being countered repeatedly?

Yes. A2 and A3(not sure if A1 has this) has a type of recovery called a ground recovery which is a roll. Even though a roll is good for escaping pressure, if your opponent knows you’re gonna roll, it can be hit out of which is what you saw in the video. Gen tried to roll twice after Sakura’s DP and she punished him for it. You can also see that she was trying to punish the roll again after her CC but Gen didn’t roll that time.

I don’t think you can stop your roll almost instantly in A3 like you can in A2. It sucks when you play gief and you anti air with PPP lariat and they just quick roll and punish you