what you may consider as watered down, others consider a breath of fresh air. not everyone is interested in the mass monsters. not everyone is interested in contests where everyone knows who the top 3 will be before the contest even begins.
In fact I'm not interested in mass monsters either, I think Phil Heath is the new standard.
Clearly there is a distinction between quality muscle and size.
People want to see competition, predetermined outcomes are bad for business but that doesn't mean that the competitors shouln't be excellent, and by excellent I don't mean mass monsters. Quality and esthetically appealing builds is far more appealing to a wider audience than are 300 pound giants with distended bellies.