Personally, I view it as both a scene AND a genre. While there are technically a variety of genres played within the scene, I feel like you'll find common musical nuances amongst them all (most notably the vocals) that strings everything together. I think when you remove those nuances and place them in a different musical setting, people will automatically think of "visual kei" when they hear it - which is why I regard it as a genre/style of music in addition to it being a scene.
It depends. Most VK looks horribly tacky to me (with a handful of exceptions), so If I were to judge bands purely based on their looks, I'd miss out on some potentially cool tunes.
I personally don't care for the looks. Good music will be good regardless. However, I think the VK scene NEEDS the entire image aspect to be successful. For a lot of bands in the scene, "image" is all they have going for them lol.
I search for music that will appease my ears. Obviously, there are certain genres/subgenres that appeal to me more than others, but I try to keep an open ear out for everything because with so much music out there, it's easy to overlook cool tunes. This is one reason I enjoy making and receiving mixtapes.
Not really. There's a new genre and sub-genre invented everyday, so to get flustered over someone mislabeling music seems a bit ridiculous. There's a ton of music out there that is completely ambiguous and defies labels, so many things can be left up to one's interpretation. But on the same token, If something is being CLEARLY mislabeled, I don't mind spending a few moments to educate someone (if that person is receptive to new knowledge that is).
Typically, I still tend to associate them with VK - like with lynch, MERRY, dir en grey, even miyavi. It's easy to change your image, but it's a bit more difficult to completely erase certain influences from the music you create.