I think that there is a real cultural element missing to the appreciation of some songs.
Take Treneletul from last year. Yes, they had a great rousing play in the fiddle and accordion in a looooong run of angsty ballads in the final.
But actually, the lyrics celebrate the cultural similarity between Romania and Moldova, in a train journey. And having done that very train journey, holy fuck, did they nail the atmosphere, the dialogue, the general chaos.
Keiino, Spirit in the Sky - incredibly evocative of riding a skidoo under the moonlight and the northern lights. Brividi - you didn't even need to read the translated lyrics to understand that it was about nerves tenderness, excitement of new love. Queen of Kings - you do feel like you could be on the prow of a ship with a sword in hand!
(nb spot the odd one out as something I have actually experienced)
Some experiences are more culturally specific than others, others more experience based. A song with a very generic message is always going to score better, but I do wish that the juries valued that evocative nature of songs - they certainly don't seem to with Keiino and Alessandra, they keep robbing Norway!