Yeah, it seems this way on stage at least, stage gimmicks are not my biggest interest. But I wouldn't say they're just for the sake of dressing up, there is some kind of meaning in it being portrayed that corresponds to the music. If you're not into the music initially, the imagery won't make any sense. Another guy in drag, that's all it will look. I see what he's doing, but it's not a necessity for me. I like it better when he wears less makeup as well as his paintings more to his stage work and videos. They carry more distinction, value and vibrance. They're not for everyone though.
I think the history of his success and reviews may beg to differ on his songwriting abilities. There's only three covers he did that I like (Sweet Dreams, Rock n' Roll Nigger and Personal Jesus). He's a very good lyricist, but it's not meant to be sung with more complex music and greater band dynamics. Sometimes something simple and straight forward is all a listener needs for a certain moment. Whole history of oldies will show this. Not everything needs to be so diversive and complex to be good.
He's really the only one in his category I like. Lyrics are usually a secondary for me and I can't understand most of the other bands. Fortunately the music will compensate.