Don't get me wrong, I do actually enjoy the manga/anime for it's style, but as time goes along the plots feel increasingly retarded.
I just saw the Diamond Dust Bleach movie, and I think the movie exemplifies the strategy of the Bleach series; throw a bunch of nonsense at the viewer along with pretty art till they forget what is going on.
The following is my gripe list:
There are faaaar too many characters in Bleach. To me it seems as if the creator just threw out as many characters as he could, then tried to tailor the story to the ones best recieved. We're left with a bunch of mostly shallow characters in desperate need of expansion, but who merely get pulled along and brought back when they want to show off new techniques.
There's too much unexplained or random stuff. It's frustrating when random super powerful artifacts are brought up out of nowhere to fit a dumb story line and then vanish just as fast. Not to mention all these BS shinigami rules that make absolutely no sense (Rukia had to die, the whole plot of the dust movie). Let's not forget Head Captain Yamamoto, who has to be one of the most annoying and shallow head characters to a story ever ("Go kill that person that we all like and have fought alongside, because those are the rules!" "But captain yamamoto..."
"NO THOSE ARE THE RULES!! I HAVE SPOKEN!! DO THE NONSENSE THAT I SAY!")
And where is this "royal family" and all the other different components of the soul society that have absolutley nothing to do with what shinigami do (kill hollows) but yet hold so much say over them?
It troubles me that Bleach is spoken highly of. When it comes to art and the sword concepts, no doubt that bleach is great. But when it comes to story telling, it's really feels more of a unfullfilling experiment. There's not enough time in our lives to flesh out all the potential story arcs bleach has created. I have a feeling this manga will end catashophically bad and whenever creator gets bored with it, he's going to spend months on hiatus trying to make a fullfilling end to the series.
I think Bleach was created during a brainstorming session about making an anime about Shinigami, and the creator said "well it all sounds great. Let's just do it all." That's why Bleach more than any other anime has a zillion "What-If" posts where people are trying to figure out the plot. The answer is, the creator doesn't know how the story is going to go either.