The only thing that I consider tantamount to creativity is cogency: Can I tell what you're saying in your review. Creativity can be taken as liberally as you want to as long as it tells me something useful about the game.
If you want to see an example of creativity, read my Super Spy review.
Bobak, could we work out something for the reviews on my site? I've never had any further contact from Neolord or anyone else about making it viable again.