The problem is that some people that lack talent take the tools for the goal they try to reach.

They try to master theory and then write songs that show how good they are at "pitch axis" for example...

I consider that theory comes after creation and imagination in art. It helps a lot so that you understand what your brain tries to tell you musically, but I don't think you should start your song by going."Ok, I'm gonna write a lydian melody..."