I kinda feel like the X-Men just aren't a good fit for the moment.
Heroes are in vogue right now. But the X-Men's whole schtick is that they look like heroes, but they're actually victims. And while the comic addresses a lot of social issues that are very relevant at the moment, it tends to do so in a very hamfisted way that was meant to appeal to (or was written by) folks that had never thought too critically about that kinda thing before.
For better or worse, most of what originally made the X-Men unique has been synthesized by the rest of the industry. And they absorbed it without sacrificing the stuff that made earlier comics great. Modern comics, and comic movies especially, have learned to combine the complex, conflicted heroes with popcorn spectacle in a way that the X-Men never managed.