This is another interesting point of view, and merits serious consideration, IMO.
-Scott Hamilton and Brian Boitano were winners, and won in energetic style and under nailbiting competition, respectively. If the point is that general principles don't always overdetermine individual circumstances, I agree with you. There were "hooks" to both their stories that could be (and were) used for media purposes to good effect. Nevertheless, I would suggest that relative to, say, a Dorothy Hamill, their recognition and popularity among the broader audience was far less. And this was in an era when media platforms were both fewer in number and more highly concentrated, allowing for greater message penetration. And, as you point out, they were champions in an era when there were no American ladies counterparts to steal their thunder. If there had been, I'd bet dollars to donuts that the thunder would have been heisted, sure as sin. I say this clinically, not as a normative judgment. And your own analysis of Kristi Yamaguchi's initially tepid reception is persuasive in showing why she was an exception that proves the rule, was in some ways a transitional figure in America's coming to terms with race in their sporting idols, particularly for the role of ice queen and America's darling. Kristi cracked the door open halfway, and Michelle finished the job.
Evan's quandary is that he represented the perfect storm of factors that result in (American) media/audience apathy: he was a men's skater, he didn't win in a way that could be presented as eye-catching (and I'm not trying to make a judgment on the quality of his skates, but which I thought were excellent, by the way; this is just a straight PR analysis), and frankly, his is not the most, um, mediagenic of personalities. Summation: there was no obvious hook to his story. But further, even if he were a more "exciting" champion, I would posit that his celebrity would only have been marginally greater. On the other hand, to do a little thought experiment, what would the Q-ratings (and Nielsens) have been if Michelle had won gold in SLC and/or Nagano? Or if Sasha, or Alissa or Mirai were OGM winners? Or if Yuna were an American? I suppose this is the kind of "what if" on which we can disagree, but my instincts tell me that the level of adulation would have been of a different sort entirely.
-While I would not dismiss out of hand the thesis that the decline in the popularity of skating is of a piece with the lack of familiarity with, and taste for, the fine arts, I'm not fully convinced that this is a primary factor. The bemoaning of American artistic sophistication (or rather the lack thereof) has been a familiar refrain that goes at least as far back as the time when what Elvis and Bill Haley were doing was still known as "rock-a-billy". And personally, I think it's hard to argue that the counterculture 60's and 70's, when Peggy Fleming and Dorothy Hamill were becoming iconic, were significantly more "into" the fine arts than now.
JMO, but while it may be that America still hasn't fully erased the gender boxes in terms who it chooses to worship as figure skating celebrities, if a ladies skater that walks, talks and looks like the ideal of a champion (and has all the hardware to prove it) were to appear, the public's embrace would be enthusiastic.