The only hotel in Universal's portfolio that is even remotely close to being "hyper-themed" is Portofino Bay. The point being that people still seek an immersive experience akin to that of the Disney resorts. If Universal wants to play they're going to have to make room for properties on the same level as Wilderness Lodge or Boardwalk. Aventura is more in line with the Disney Springs resorts.
To Universal's credit, it totally makes sense to put these value hotels closest to the interstate. It shows that they're thinking long term development and playing their investments like chess pieces. Hopefully Universal steps it up a few notches above Sapphire and Aventura when they build out even more resorts.