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I think the lyrics most likely contributed the most. Over the years, her ideas have ran out, and her lyrics have become recyclal after recyclal. They used to have a meaning to japanese people, but nowadays, they've probably gotten sick of them.
There were extra factors: themed covers, interesting PVs, her fashion sense. But all those probably got old to japanese ppl as well.
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♬♪aijou de nuritsubushite
owaranai Spiral nukedasenai
mazari au mayoi sae irodukete so high
kaeshitakunai
Rise in a spiral yeah
I go insane
Dive to your paradise
(Treat me like a fool)♬♪
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