To be honest BTW the album is a really good pop record and had lots of potential imo, it's positive, upbeat, and it was different like TFM. But for some reason she wanted to make it a 'dark' era, every outfit was black, she got horns, the video's weren't all that either (especially compared to TFM).
It was a missed upportunity, but she could've definitely came back and be on top again if she had released an amazing pop record after BTW.
But then there was ARTPOP... a pretentious, boring and insignificant era that no one really cares about.