PS: They say Katy Perry's video "E.T." has illuminati references. I still have a hard time figuring out what exactly these secret societies try to do and all that, and I couldn't care less.
And Rihanna's "S&M" is already provocative enough a song, and the video goes with the lyrics "sticks and stones may break my bones but chains and whips excite me". Now go watch the video and you'll see the match.
And GaGa, in an interview with Google, said "Born This Way" is about being who you are and all. The video... well - her videos never make sense but I just came across a link saying Born This Way is another illuminati hullabaloo.
Conspiracy theorists will remain in this world. They get paid to do it.
As for the actual topic: I agree - videos have generally become more provocative - and are being censored more on TV now. Go check out Wiki's page on censorship on MTV (which mostly has MTV USA stuff). MTV's European channels also censor. Asian channels censor too. Channel V censors too (but that's because they beam from Malaysia though their production facilities are in Hong Kong... or that's what I recall) so they have to follow Malaysian regulations.
Case in point: Malaysian radio and TV channels censor GaGa's "Born This Way" when she says "no matter gay, straight or bi, lesbian, transgendered life". Watch it on Channel V - the lyrics are repeated with a line preceeding this line.
Ooh - and if you don't believe me that there isn't any censoring done, well... MTV UK/European never showed Eminem's "Stan" video in full - this is 1998/1999 we're talking about.
Or better yet - they don't let profanity on-air.
So yes - there's a drift. Why? It's under the pretext of "creativity and freedom". I think they've just run out of ideas and manufacture soft-porn to engage the viewer.