no offenses, but I have no idea what you are talking about. the choreo for the new song (btw I praise them for the fact this song is pretty unique, but didn`t like the melody so much) isn`t cute at all, it`s actually fierce and goes well with the beat of the song. if you consider this "cute", well, I wonder how you`d call most of their old choreos. see "watashi daichi kibou", "strawberry kiss", "koi no binetsu"...
have no idea what you mean by "recent direction" neither. the groups still does almost no MCs performing non-stop, with the rockish intro and that "superman theme" in the end. they still use cool white and black clothing most of the time. so basically nothing changed afaik. if anything, I'd say the group is progressively making songs more mature than before, which means walking in the opposite direction you are implying.
oh and btw, hime kyun will always be recognized by their "cuter" approach to rock/idol rock. don`t need to go further than one of their shows somewhere: always the two songs that make the fans (myself included) go wilder are still "strawberry kiss" and "koi ga tomaranai". this is enough to show you there's a demand for a "cute Hime Kyun".