I think it was effective with the Hester and Chester gift shop but when everything else opened, it just overpowered the main theme. I mean, today, after passing through the Dig, that's what you see. The e-ticket ride is off to the side and largely hidden by growth* and could almost be missed by someone casually walking in.
It's actually kind of funny (not in a ha-ha way) to think that for a land devoted to dinosaurs in a park that is was focused on real, actual animals, the only part of the entire land that really does the dinos any justice is the queue for the Dinosaur ride.
Anyway, since the majority of the themed part of that land became the "tourist trap", that's effectively the face of Dinoland and similar to the way much of the original Californa Adventure didn't work, it turns out, that creating a "theme" to mimic a crappy shoddy experience that most pepole come to Disney to avoid, isn't the best of ideas.
I'm sure someone somewhere thought that being able to use a "theme" as an excuse to go cheap with attractions was a clever loophole but in the case of AK, it's the wart on Mona Lisa.
*Not to say the growth itself is the problem. It's obviously there in part to hide the massive show building the attraction itself is housed in.
