It was just never a 'cool' brand. Way too positive and clean. Enjoi was positive and clean on the surface, but it was done so more ironically. In reality they were making jokes, partying, and being stupid so it was 'cool'. Element just never really had a personality as a brand from what I remember. No flavor, no antics, just following the rules. Then the whole Bam margera thing happened in the mid 2000s and they clung on to that image for dear life basically delegitimized the brand among 'actual' skaters. I did like some of their graphics around 1999-2000 though