That's why the first question I made was when first people had listened to the term.
When I started using the internet (1999~) I only heard "visual" and "visual shock". Silly things like "dude, X, the creators of Visual Shock!". Visual Kei stuck later, but who knows the situation in Japan.
The discussion about attitude and feeling is really fascinating. There are things that make music unique, like composition, playing, voice, instruments, all technical sides. And there are things that make it rock your soul out, like feeling and attitude, this is the interpretation of the artist.
The attitude of the musician towards life, and the feeling they give to the music while they play, will determine more about a band than the label it's tagged as. Punk may classify as both an ideology as a music genre, it has the anarchy attitude and the dissonant, loud, feeling, besides the loud notes. That's why I can hear Joaquin Sabina, a trova singer from Spain, and after hearing a very irreverent song I can say "haha, damn punk".
Neither music or ideology is shared in Visual Kei, Demon Kogure's ideology is nothing like Yoshiki's, they only used to wear the same make-up and hair, hahaha.