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I think they've got some ineffable qualities, and frankly there's lots of other genres where people might decide to give them a listen...

Which is really just a roundabout way of saying I think Apocalyptica did a lot to help refresh them in the modern zeitgeist (Yes I know it was older, but I remember youtube videos causing it to enter at least my and other's conscious space...)

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Yeah, they're popular like Ariana Grande is after the Manchester bombing. But just about everything they released after the Black album is kind of lame. The Budapest tickets sold out pretty fast, but they're still lame regardless if people go to their concerts. Compared to Depeche Mode and other bands that only get better with age, Metallica just play the same old songs or worse. And they're not a cult band like Death or The Sisters of Mercy either.
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But they kind of are (a cult band). Most people in the world know Metalica while hardly anyone ever heard any of the Sisters Of Mercy's tracks.

Normal people don't care- they just enjoy a ballad or two.

I've long since learnt to separate an artist from their art- a fair share of the musicians, actors, directors etc aren't really a decent bunch

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Not really, they missed that chance when they released Load and Reload and who knows what they did after that. I got fed up with their foray into commercial music and moved on to prog metal and other more interesting stuff. If they had stopped after the black album or continued to release quality works, then things would be different, but they chose money, whining, lawyers and drunk teenagers as an audience. They became lame and popular, which excludes being a cult band. Cult bands are not very popular in fact, as you have yourself pointed out.
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