From my perspective - they don't book lineups that are very interesting in the grand scheme of things. They've been throwing parties for a very long time in the Bay Area, and they seem to be completely off of the pulse of the scene nowadays.
In 2009 at ETD.POP they had three stages consisting of a variety of genres, including an exclusive Paul Van Dyk set (I believe the only one in Norcal in 2009?), a live Adam Freeland Set, Derrick Carter, and then many local names and other people. It was a huge variety of music and they were able to please nearly everyone. You had hardcore house heads mingling with techno freaks mingling with kandi kids mingling with trance veterans and it was a wonderful mishmash of culture and variety. One of the absolute best parties. You could get your easy artists who aimed to please the crowd, or you could seek out a deep deep set by a legend who would slam it down. It was awesome. Big names sharing stages with Bay Area locals - Fuck yeah!
In 2015, they now book parties with Steve Aoki headlining, or put Dash Berlin somewhere at nearly every other show, where he actually plays nearly the exact same set each time. Even though dance music nationwide has blown up, and even though we are reaching a point that rivals the number of parties happening in the Bay in the 90s, Skills, time and time again, just books parties that look like 4pm - 8pm at any other American Dance Festival.
The Bay Area has an amazingly diverse scene. On any given night you could find a show for any genre, from deep house, to techno, to trap, to prog house, to big room, to glitch, anything - and in nearly any setting. Shows with obscure techno artists are selling out at clubs. Big mainstream names can come and sell out Bill Graham for one to two nights, no sweat.
So you mean to tell me that, despite all of the great things happening in the Bay Area, in California, and nationwide - we're going to hear, again, the same Dash Berlin set that he's played for three years?
I get it, kinda - there's a lack of friendly venues for dance shows nowadays. But still... they'll book one of the very few venues friendly to it, and then pack it with names that won't sell, and then they'll post an update on Facebook saying "we heard you loud and clear, fans! We'll book a better show next time!" after slashing ticket prices to 50% in the weeks leading up to it because nobody is attending, and then they'll book Dash Berlin again and expect a reaction.