So here goes, like I promised, trying to examine Eesti Laul
It's almost like some kind of an essay, but I tried to point out how the issues with Eesti Laul can be deeper than people notice.
First of all, it's probably easy and the first instinct to blame the main producer, but think about it for a moment. If you didn't know that that position changed last year, would you actually notice anything different? As far as I know, Rahula hasn't really made any sweeping changes that would obviously affect the song quality or diversity (other than the fee for non-Estonian songs, which should be a positive) and most of those common complaints have been raised for years before him. The big overlap in the artist lineups of 2019 and 2020 and a particularly average song being the popular favorite and winner in both years are probably what makes these years stand out negatively to fans (so if he did in fact change how the preselection works, he clearly is at fault). Anyway, to some degree I think the situation is comparable to what TVTropes calls a Franchise Original Sin - when a movie/book series has significant problems which, in hindsight, were actually present earlier, just milder and less noticeable until they grew more prominent and often, resulted in a flop or the end of the franchise. Many of the things people don't currently like in Eesti Laul are similar, they started under the radar or are rooted in the very founding of EL (more on that later), simply becoming much more blatant in recent years.
One thing that Tomi Rahula could definitely be blamed for is that he doesn't seem to have a vision of Eesti Laul's future and its position in the Estonian music scene, which I think is needed because EL has kind of an identity crisis - it's not
just an Eurovision song selection like Eurolaul, but at the same time, if we dropped out of ESC I'm not sure it would have much of a reason to exist. See, Eesti Laul was created after the Kreisiraadio debacle and during the nadir of Estonian public's interest in ESC, and so it was supposed to select a song that
we like and then share it with Europe nevermind what they think of it, but ultimately it was still an Eurovision selection - it wouldn't have existed if we never took part in ESC and what changed was simply our approach to the selection and ESC itself, with a little more of a "patriotic" sentiment. It did work as something noticeably different initially because both the public and musician interest in Eurovision was low, and for several years, people involved probably genuinely didn't care much about ESC. And it likely helped that after going crazy for all sorts of "foreign" stuff and downplaying Estonian culture/language when we first reintegrated with the democratic world, by the mid-2000s we were more proud of and ready to openly display that. But after the bad feelings from the non-qualification streak and Kreisiraadio faded, as well as younger people growing up who didn't even really experience those things nor Estonia's earlier success, it wasn't all that surprising that Eurovision regained some popularity and Eesti Laul more and more embraced its status as an Eurovision NF, although whether it had to get to the point of having Måns Zelmerlöw and Jon Ola Sand as guests is a whole other thing.
The context of the larger Estonian music scene is also important. The world is becoming more globalized in general, especially with the ubiqutous internet and social media use, and music from different cultures is increasingly similar; obviously it affects Estonia too. Generally, every country's music scene will be more isolated from others the further back in time you go, and here, the music industry by 2000 was at this early level of having just become reasonably stable and similar to the ones in other countries, after largely starting from scratch during the wild 90s. Since the aforementioned falling interest in Eurovision also came shorty after that (due to us pretty much having reached the peak - winning and hosting - and artists realizing that taking part doesn't automatically result in an international career) it goes a long way to explain why Eesti Laul in its early years could still be this fairly different thing and how its later "internationalisation" was, to some extent at least, inevitable.
This doesn't explain away all the complaints though, and following on from earlier: in my opinion the HOD and ERR need to come up with a more specific, integral place for EL in our music scene, sort of like Sanremo apparently has in Italy, and build up the brand to the point where there are more reasons to take part besides just going to Eurovision. It hasn't really been achieved so far (even though they've somewhat tried) and I feel like this is the core source for most of the issues; what exactly is Eesti Laul supposed to be? What's its goal?
Early on, one of the non-ESC-related benefits of entering was the exposure for younger or more niche artists, and many pop singers fresh off Idol or lesser known bands boosted their careers through EL, but currently it seems more viable to promote your music through social media and Youtube - just take a look at those rap sensations like nublu or 5MIINUST and plenty of others as well. EL isn't that old so it may be easy to forget that in 2009, record labels were just starting to upload official content to Youtube and modern smartphones+social media were pretty much a new thing - by now, artists don't necessarily need a traditional TV show for publicity and it has to find new ways to stay relevant.
And while Estonians like Eurovision probably more than many other nations do, it still has some reputation issues and not every artist - particularly non-pop ones - is interested in participation. Take
Trad Attack!, a popular group combining folk and modern elements who would be an obvious fit for ESC, but they already have an international career, representing your country doesn't appear to be a "national pride" thing either and so they, as far as I know, haven't shown any interest. Similarly, Kerli entering was a longshot; and I'm not even gonna bring up the rappers or EDM producers, Wiwibloggs putting nublu in their wishlist aside. The thing is, despite all the reputation Eesti Laul has for being indie-friendy and open to all sorts or different genres from industrial metal to drum'n'bass (which, to an extent, it is), there's a clear pattern of those acts not reaching high places and often not even qualifying for the final. Most of the EL winners have been fairly generic, "safe" songs and the vast majority of superfinalists or their songwriters are established names, not to mention that Eurovision isn't particularly open to most genres either, so that likely will turn away those kinds of artists in the future. And at the same time, even the pop acts who've won and gone to ESC aren't usually returning (it doesn't seem to be considered that big of an honor to just participate in Eesti Laul, without ESC aspirations) - Elina Born and Sandra Nurmsalu as a solo artist are token cases and Laura has taken part so much it's not really a surprise that she came back. Our music industry is small enough that frankly, we start running out of potential participants this way, which also explains why there is less chance of finding something truly striking.
In conclusion, Eesti Laul is still relatively new and it has time, but it has to find its niche - something where it can stand on its own and where it would be relevant even if we did quit Eurovision.