One of the reasons to why most metal past the late 90s is boring, is that it lacks self-distance.
Great masters such as Burzum, Mayhem, Immortal, Possessed, Havohej and Darkthrone had this thing in common: they included humour and occasionally self-satire, in art or surrounding their art. This enabled them to joke around with stereotypes (Varg's infamous interview with Norwegian press where he claimed he knew who burnt down the churches, is one classic example), but more importantly, it showed they didn't take themselves too seriously for their own good. It gave them a more objective view of the essence and direction of the genre.
Remember when Darkthrone began putting "True Norwegian Black Metal" on their record releases? This was to separate themselves from the clones that were already beginning to increase in number. Back then, it was probably a "unique" statement. When that didn't work, unfortunately at the same time when they lost artistic direction, they began mocking themselves and the genre (and now, sadly, they are truly nothing but a joke). Varg left the scene, and Immortal released a few technically brilliant works before fading into ancient status. Beherit spaced out into electronic music and later into experimental territory. But the clones, clueless as they were, took all of this True Black Metal business seriously, and today we laugh at bands who want to be "tr00." Why? Because they take themselves TOO seriously, forgetting the playfulness and the humour of the genre. They mimick their ideals instead of achieving them. They lack self-distance and, as a consequence, become obsessed with the genre itself. Nargaroth is one example of this, and Velvet Caccoon were people who even figured they could make cash on idiots who bought it.
I was reminded of this some days ago when I heard Carl Nielsen's fifth symphony. While Nielsen integrated modernistic aspects to his music, he later seems to have become irritated at much of the modern classical composers in general--and voila, we get his fifth, where he literally mocks these composers in a playful, creative way. Again, this is a man who had self-distance. He wasn't obsessed with art itself and thus could look beyond its limitations, recognizing hipsters.
If metal bands want to succeed at being artistically creativel today and come up with something original, they need to stop taking themselves and the genre too seriously. This doesn't mean the genre is a joke, that art doesn't carry serious messages, or that the metal genre should be anarchy rather than an artistic movement. But it's impossible to be serious if you've got your head up your ass and focus on trying to align yourself with the genre at every cost. Don't follow it - BE it.