They are just more clever and have actual personalities. I don’t follow the Big Brother one (I think she’s Emily), but the other two (Jess and Alice) are HYSTERICAL. They are relatable, down-to-earth and make good content. Lily and Anna may have been OGs but they never were particularly funny, and they lost their content making mojo years ago.
After going on a sustainable underwear quest earlier this year, and being devastated that every.single.piece of my huge Organic Basics haul fell apart, I tested the M&S underwear waters. I was impressed and have been meaning to order more, which I remembered to do after seeing Alice’s stories in M&S. That’s a specific scenario, I’m aware, but I don’t think I’ve been reminded by Anna or Lily of something useful I needed to restock. Anna’s been on a deluded “treat-yo-self, it’s an investment” path for some time, and Lily is basically an Amazon / TK Maxx mashup.