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Just my 2 cents as a Hikaru fan xD:
For some reason, her songs apeals to a larger public than Ayu... Ayumi was aways kinda young female audience oriented (I'm not saying she only has fans on this group), while Hikki doesn't have problem on reaching males and females from all ages... but something o noticed is that a lot of japanese people still notice Ayu as a random idol... And even if she already released some of the most iconic japanese music ever and gained the respect from music critics, a part of the audience see her as a "dumb talentless pretty girl", what is kinda her fault for using (and sometimes even joking around with) her idol image... Hikaru on the other way, destroyed her own idol image as soon as possible to become something like a "strange talented musician" on audience eyes...
IMO they both are pretty much anti-idols, or anti-divas... But Hikaru is openly like that, while Ayu is an anti-idol on a more sarcastic way, she dress herself up as a idol, but act on the total oposite way idols act... And the problem with sarcasm is... not everyone gets it
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