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Ayu sales are dropping because she is old for jpop (and pop music in general) standarts. Every time someone over here meet someone from Japan and ask them what they think about Ayu, this is the reason given: She is old. Unlike Namie that wasn't on the public eyes for almost a decade, Ayu pretty much was being shoved on people's face all the time until 2010 or 2011.
Any other reason given over here is just her western fans being overly creative.
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