The first season was good in my opinion, but what came after it was a downfall. Though i enjoyed the arrancar arc the end was a huge dissapointment (stupid Aizen plot). After that, it just became more and more boring without any new ideas. I think they just don't want to make a strong will heroine with long-term statements. They exist only to highlight the main male character or to deliver fan service ( see latest KIll la kill shonen with a female mainchar) Or love interest, but it usually gets nowhere.