3 major factors contributing to the lack of atmosphere are - early kick-off (to accomandate more ASIAN viewer, so in a sense do agree with you that it's a victim of its own success case), fully seated terraces and the famous "prawn-sandwich brigade" / fast food / lalang fans. It's fashionable to support the "in" team nowadays, loyalty is a rare commodity. Agreed with Duke's point, most new fans are more casual and watch the games as a pass time.