What is happening with this year submissions of sets?

I don't want to be rude or anything here, if someone is offended, please, accept my apologies.

Every set I see has A LOT of things going on. I honestly don't know how to explain it because I am not an artist, but I feel like a lot of these submissions were made with too much freedom (?). It doesn't fit the hero lore or his equipment overall, or have a lot of plus things, like the Terracota PL that is amazing, but with that lizard theme. Why?

Don't get me wrong, they are very well done, like that amazing PA with Corinthian helmet set that makes her look like a Greek goddess, but looks like they completely forgot what the hero is supposed to be or represent.

You guys do an amazing work, but it's not because Valve forgot about "glance value" and heroes lore that you should do the same. I'm certain you guys can make a wonderful art while respecting the hero theme and lore.

Thank you and keep blessings us with your good work!