this is what I meant in one of my posts a while ago.
I think one of the problems of the platinum era was that they were too "versatile" and didn't necessarily have a direct, mainstream, appeal, or unique trait beyond their evolutionary concept. I think that's one of the successes of the EDM era, is marketing to a younger audience through modern music and constantly releasing such music to maintain such an audience.
I do love J=J's 100% fresh concept for each single, but I'm also guilty of wanting another "Romance no Tochuu" and Watashi ga Iue Mae ni" over songs like Black Butterfly. Especially since I didn't enjoy their past 2 singles as I would've liked to.