Merlin are not trying to compete with the likes of helix, baron etc.
Of course our parks could be better, but Merlin obviously invest in them the amount money to keep them at a bar which Merlin want them to be at - as a small minority of their customers I personally don't feel it's up to us to decide that their business decisions are right or wrong - Merlin need to aim to please the core of their audience and they do that successfully.