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Recently, Ayumi stated in an interview that she does things without worrying about whether it's cool or not. I can't help but get the vibe (I might be wrong, which is ok) that she hasn't always felt this way. In LOVE again, I think she wanted to hold onto a little bit of her artistic merit, so her PVs, while not perfect, still retained some deep meanings behind them. By the time Colours came out, she seems to just be having fun and has tossed aside her worries about whether her PVs and songs are cool or artsy.
I really like the theories you came up with for LOVE again. ^_^ I really want to get that album soon.
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