Real talk: I'm watching the second season of Sword Art Online, and I think it's exemplifying a lot of the things that put the mass market off of anime, and often annoy me. Minor spoilers ahoy.
Now, I loved and still love Sword Art Online's first 14 episodes. They form a coherent whole where the stakes are clear in every moment and the world feels real. But I hate everything after that. Here's some stuff that I find off-putting:
1. Fanservice. This new season takes place in a virtual reality video game which is grimmer and has a much more muted color palette than those featured in the previous story arcs. That could be an interesting choice. All the extras you see in the background wear pseudo-realistic combat gear, including the women.
The new female lead, though, does not. She wears shorts so short that they don't even cover her butt crack, and otherwise wildly impractical clothing. The "camera" loves to linger over her and emphasize this fact. The very first time we see her in-game character, there is a long shot that lovingly focuses on your attention on the outline of her genitalia clearly visible through her clothing, and then slowly pans up to the aforementioned butt crack.
This isn't some absurdly ecchi anime. This is Sword Art Online, one of the more mainstream offerings of the past few years. This is just one typical, representative example.
There are definitely some anime series that I love a lot and will defend, despite having a certain undeniable weirdness to them and sharing in (or subverting) weird anime tropes: Death Note, Madoka Magicka, Gankutsuou, Steins;gate and such. But a staggering portion of series seem to share in the problems outlines above. Films seem to fare a little better, with their higher budgets. I'm working on finishing my trip through Makoto Shinkai's movies.
I agree that there's a growing numbers of shows that are adding needless fanservice.
I think stuff like Ikkitousen pushed the envelope ("We can get away with that?), but Queen's Blade in 2009 seems to have opened the floodgates.
That said, the most popular stuff -
going by Crunchyroll's current list - still tends to be the same stuff anime has always put forward.
Sword Art Online - action fanservice
Naruto Shippuden - Shonen
One Piece - Shonen
Hunter x Hunter - Shonen
Fairy Tail - Shonen fanservice-lite
Irregular at Magic High School - Action
Aldnoah Zero - Sad Giant Robots
Haikyu - Shonen Sports
RWBY - What? The show by the Haloid dude from Rooster Teeth? Had no clue it was that popular.
Akame ga Kill! - Action fanservice
Ace of the Diamond - Shonen Sports
JoJo's Bizarre Adventure - JoJo's Bizarre Adventure
Rail Wars - Comedy fanservice
Baby Steps - Shonen Sports
Free - Lady fanservice sports!
Attack on Titan - Action
Still lots of useless fanservice - that's why i stopped watching Sword Art Online - but not as bad as it could be. There are a ton of ecchi and moe-heavy shows, but most of them don't really breakout in popularity. Shonen action still outperforms most of it.