Maybe CS depts should tell such applicants to apply instead to entrepreneurship or game design schools where they can better exercise their creativity?
Programmers - good ones - are creative people. Creative people sometimes make poor entrepreneurs. Maybe you should let them decide for themselves what they want to pursue?
But why would they want to burry their creativity in the code where few people will see it?
Programmers don't have to code all the time. They could also do product design if so inclined.