As much of a theme park I am

You don't look like a theme park to me

I really do think both are equally as important as each other. Good theme-ing is what separates the big league parks from the small league ones like Aussie World and Adventure Park. When you're a little kid its the EXPERIENCE of the theme park that you remember not how fast a ride was or how technologically advanced it was. I think this also carries on when you get older, you want to re-live that experience.

Big question with themeing would be "Is the ride still great if it was plopped into a carpark Six Flags style"? Themeing should be an enhancement to a great ride and not used to make the ride great. Look at something like Hulk or Dueling Dragons at IOA, it is only really the start of the ride that is themed. Same can be said for Superman Escape at Movie World. Even without the prelaunch storyline Superman would be a great coaster. You buy a dud ride no amount of themeing can turn it into a great one. It is good to see a portion of the budget go into themeing the ride but what point is it looking good if the experience of the ride itself is lacking.