As Cheryl might be heard to say, he's lost his moJoe.
I believe Joe will not succeed until he becomes an 'adult' in the public eye. He is asexual, and childlike, looking like a 14-year-old. When he appeared in the X Factor people could encounter his sunny personality and buy into his wholesome appeal as the ever-smiling boy child. But out in the real world things will be different, then it's about image in video promo's, and the music. I know I would feel slightly dodgy buying his album, even as a fellow gay male, because it'd be like buying something recorded by a child.
He needs to sex himself up, or he will capture neither the straight nor gay market. That is exactly what JLS have always been about, and Olly, and what they're doing with Shayne. I'm not sure, outside of stocking fillers for grandparents, that there will ever be a big market these days for a new Cliff Richard.