Like, the visual metaphors are dramatic in a way Lenormand isn't.

That's exactly it! And the intended structure of Lenormand readings is so different, since I get the impression that the usual reading style is almost as a literal sentence, whereas tarot is a lot more free-flowing even if you're following the guidebook religiously. Some of my oracle decks lean more Lenormand in simplicity, and some are more like tarot.