I would give points for consistency. You may disagree that a Smithy has to do with drawing cards (I surely do), but once you have accepted it, you will see some consistency in Royal Blacksmith, and inconsistency in Forge. If Markets provide buy and coin, Grand Market is fair game, Villa could have been a market, and Bazaar is just misleading (I may have lost early games thinking a Bazaar delivers +buy). In this vein, I would rate Native Village a lot higher, once I have accepted that villages net Actions. Once I played NVs in the turns after being attacked by Sea Hag, putting all the curses on the mat. I really felt like a slimy merchant selling glass beads and moonshine to the locals.
As an aside, after they started to translate all Upgrade-like cards into German using names ending with --bau, I was disappointed that they didn't name "Abbruch" (Dismantle) "Rückbau", for a card whose first incarnation was in German to boot.
To me, theme is less like a feeling of immersion in the world being reenacted by the game and more about mnemonics. Therefore, consistency in naming is important.