Any reason Bleach didn't reach the Popularity of it's Contemporaries? ( Naruto & One Piece)

So yeah in case you didn't know, One Piece, Naruto & Bleach all "relatively" came out around each other and over time became huge series for the magazines. Fans at least in the west as from I can

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Any reason Bleach didn't reach the Popularity of it's Contemporaries? ( Naruto & One Piece)