I think what he's getting at is that the ride doesn't carry a backstory or have any sort of immersion involved - it's just a pretty ride. That's great though, because that's all anyone really wants it to be, and it's very pretty indeed. It's just nice to have a whole experience set up though, such as what's been done with rides like Expedition Everest, where you're on a journey and not just a ride.
CF builds some great rides, but it would be nice to see them make a creative department and start coming up with ways to add character to some of the rides. Sure, most of them look nice, but have they ever tried really digging into a theme? I think Disaster Transport at CP may have been one attempt, but I haven't seen much else. I guess it's just not really worth it for the type of parks they run.