Okay, after I took a break from Smile after episode 13 (I had to marathon YPC5, now that it was finally finished), I watched everything up to 37.
The Season really started to grow on me, like all the other Precures before it changes from light-hearted to dark to epic to light-hearted again.
Overall the season seems a lot more silly then previous seasons (like the game episode or Happy Robot, I get the feeling those evil guys just want to have fun) with a stark contrast to the darker moments and scenes I'd never expected seeing in a PreCure series (like Joker licking Cure Beauty's hair).
So... I'm hooked.