Imo, it's way more serious than seems apparent to the casual observer (and certainly to those that take the pish!) It's not (just? even?) a campfest - knowingly or otherwise. Personally, I don't get it so can't buy into it but I certainly don't dismiss it.
To go on a bit, I think Terry Wogan et al didn't get it either, though they perhaps thought they did. I think there was an attempt by some to take this kind of patronising, lofty and irreverent view of it - as if they'd got a handle on it all and pigeon holed it. So I found it rather funny when he began to be critical. It came over as sour grapes.
Generally speaking, I don't think the UK gets it either. It almost seems as though there are elements that reckon the UK ought win (because, I mean, they write the best songs don't they?), can't understand why they don't, so dismiss it all. I don't see a UK entry winning until they get with it, loose the attitude and take part.
....but it doesn't really matter!
