We were proud of our bright-coloured, soft, fruit-flavoured jam
I'm a jam-maker, and make both styles. Low sugar's lovely, but doesn't keep fantastically well unopened, and usually needs to be refrigerated once open (there's not enough sugar to desiccate mould). Higher sugar jams keep better, because they're much less hospitable places for mould. If I'm making high-sugar jam, I'm pretty relaxed about sterilising the jars, while I'm obsessive if it's low-sugar (and might even do that thing with paraffin wax to seal them). I like eating both styles.
It's also difficult to make marmalade without using large amounts of sugar. You end up with that strange "orange jam" stuff you sometimes get in Germany, which is very nice, but certainly not marmalade.
I'm not quite sure why the EU changing the lower limit on jam production is a thing: there's nothing stopping people using more, is there? But I'm a bit sceptical about the "high quality" / "low quality" being arbitrarily associated with sugar content: that's like chocolate snobs assuming axiomatically that higher cocoa content makes chocolate better, when a lot of people simply don't like 90%.