That too, but many use it to attract a wider audience as well.
About "visual kei" here in The Netherlands: the fanbase is very SMALL, but LOYAL as fuck.
I think that's what makes it look like VK and Japanese rock music in general is pretty popular in the western world. There are fangirls (and boys) over here who mindlessly go to every single concert of some VK band just to belong in the VK fangroup, even if they don't like certain artists that much. Whenever there's a show here (and anywhere in Europe even) you know that a good chunk of the audience aren't big fans, but only so called "regulars" to VK and comparable shows.
Wow! That's very interesting o_o where I live (Ecuador .-. tooo far away, nobody comes here ever xD) there are very very few people who like VK, but those who tend to travel to see the bands they like in closer countries (like Chile, Peru, etc.)! Still I find it interesting to see that people there in The Netherlands go to concerts and stuff to try to 'fit' in a VK fangroup!