At this point in all their careers, ice dance teams don't need to stand out to grab the judges' attention. The judges know each and every top team very well from having watched them compete and judging them for multiple years and events.
I don't even know if being distinctive works for fresh out of juniors teams, since I don't know that judges particularly care for freshness and originality.
There are many ways a non-lyrical program can also be non-gimmicky. The Shibutanis managed that into Worlds silver and Olympic bronze. Using powerful music or folk based music or genuinely current music can be non-lyrical but not gimmicky. I wouldn't call G/P's "Both Sides Now" program gimmicky and it took bronze at Worlds last year.
But a snake and a what, snake charmer, and then an alien and an astronaut are gimmicky. It felt to my uneducated eye that Chock and Bates were en route to medaling at Worlds 2020 and I can understand their trying to replicate an imagined success by using the same program in 2021. But it didn't work in 2021. They're a team with many strengths but the program was insufficient in a weakened Worlds to get them on the podium.
There was a lesson to be learned there and they chose to ignore it.