Does it have a cohesive well executed theme? Merlin can't get any of these things right, no matter the accommodation type, because they don't want to spend the money these things deserve.
But the thing is, they can, and do get all these things right all the time!
The Enchanted Village is great, the Chessington Hotels are great, the CBeebies land hotel is fantastic for it's target audience, and the hotels at LEGOLAND, Gardaland and Heide Park look great and most importantly the all offer a high quality immersive experience.
The accommodation at Warwick Castle is an excellent example of how to do what Merlin are trying to do with Alton right. They have the glamping, which offers a high quality experience on a budget, the Knights Village, which is very similar to the Enchanted Village, and the Tower Suites at a premium cost for a premium product.
In short, they can and do offer a good experience but on this occasion they have got it completely and utterly wrong. 102 sheds plonked in a field is not what we have come to expect from Merlin, who have the cheek to call themselves the world leaders in themed accommodation while coming out with this rubbish.