It very much feels like Chessington prioritse one feature of theming to look good in marketing material as opposed to a well-rounded product.
Tiger Rock for example, apart from the rockwork tiger head, the rest of the ride's theming is now very tired, disjointed and doesn't really flow very well at all. The main tiger head also looks very tired now, it almost feels like as soon as the marketing photos have been taken, they don't really care how things look.
It's probably true of Merlin as a whole but it feels really obvious at Chessington. Wicker Man for example focuses on the big theming structure, but there is at least some depth to the theme and it feels like an overall package rather than "just" the centrepiece.
Of course, this isn't done yet, but it's more just an observation of Chessington/Merlin.