Many big hits have been identified by some catchy trick they pulled off. Haruhi had the episodes out of order, the super exploitable ending tune, and God Knows.
Evangelion was rather gruesome and the ending triggered a huge shitstorm.
Madoka had Inu Curry to do the witches' realms, and episode 3. Same for Bake, its quirky presentation catched the eye from the beginning.
There are probably more examples, but it goes to show that you don't necessarily need to have a super deep or moe content/essence/whatever you want to call it, if you have an awesome presentation for the show.
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