A dramatic band history like X's helps generating interest, but to showcase it so much makes them more of a nostalgia act. I also don't buy Yoshiki's emotionality anymore, many times is just doesn't seem sincere to me (where Toshi's crying on stage f.e. seems totally sincere to me), thus making me feel it exploits the band's tragedies.
And even as a nostalgia act, you still gotta create exciting music. Cause music is still the core product you sell, after all.