Well, I don't mean that the skaters should wear masks or that someone should write ridiculous scripts for them to act out, like wrestling. But back in the "golden age," most of the skaters had an interesting back story or persona that made people like them (or not) for reasons other than their edges or knee bends. Look how they do it on reality shows. Everyone has some sort of a sob story or some sort of an angle. I don't remember if Nancy flutzed or if Maria Butyrskaya had good posture, but I remember that one had a blind mother and the other was "woman among girls."
I don't know if we have an unusually happy/well adjusted bunch here, or if the coverage in the US is so sparse that we really don't get to know them very well. But they're not "popping" as personalities as they did before, which may not affect the skating or judging, but may affect popularity in the future.