I like this game pretty well, but I think that the visual of the chain is what is throwing everyone off. I think that if it was a conveyor belt or something similar then the game would make more sense, although it would be less stylistic. I too thought the lava was going to flow in a more natural direction.
Something I really liked that I haven't seen anyone comment on is the death of the goblins when you beat the level. the screen shakes a bit and the colors seem a little off. it is a very nice touch and I think the highlight moment of the game jam.