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I really don't think it has anything to do with PVs. I can't say why she became popular necessarily, besides people just liking her music; but I can give some reasons that I've heard 1st hand from people in Japan as to why her popularity went down.
1. She produced popish-trancey music during the height of that music era. That attributed to her popularity (she was the best of the best of that kind of music), but then her music style changed, and people didn't like it. They fell in love with her poppy music, not her rockish music. I remember someone telling me, "I don't know what she thinks she's doing. That's not who she is." It's sort of like people not liking Koda Kumi anymore because they want her sexy music and image, not her cute stuff now.
2. As someone already said, her over abundance of releases also probably contributed to it. The more people see her the more they get sick of her, especially nowadays. She's not popular anymore (at least...not as popular), so they don't want to see some old wash-up all over the place. You have no idea how many times I heard from people in Japan that she should just retire already, and that she's "old."
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