I actually don't think the animated stuff itself has gone downhill (the animation, direction, and voice acting are better than ever); rather, I think it's that they have been basing it on terrible stories. They started using it to try and push the more recent moves in the comics, but that stuff has been awful. Consequently, the animated features have been awful. (It doesn't help that they've had two features focused on Damian Wayne: a character poorly conceived, implemented, and inserted into the bat-verse.)
It's such a shame, since this is all coming on the heels of the animated Dark Knight Returns; which is probably one of the best animated things they've done that wasn't a full blown series. (And to be fair, as much as I didn't like the Flashpoint Paradox, it did give me a new insight into the Flash.)
I think they'd be better off going for iconic stories like Kingdom Come or original tales rather than basically acting as marketing for the comics. Could you imagine how awesome a full-blown animated feature(s) based on Kingdom Come would be as a theatrical release?