I. Don't. Get. It... Those clips you put up sound a whole lot like a bunch of other bands out there. These guys haven't honed in their sound yet.
Bad production and mixing doesn't help, either.
It's one thing to not like the genre (which I don't, especially the screaming), but I could appreciate it if I heard something special or different in it. I don't. The changes all sound like stuff from the '90s that I've heard a million times, and the guitar work sounds very '80s metal. While I don't care for this genre, I've certainly come across other bands that I can appreciate a whole lot more.
The only thing that really separates this band from thousands of others are the vocals. I can't stand them, but they sure as hell sound very different from almost everything else I've come across. I'll give 'em props for that, although I think they drive more people away then bring 'em in.
Here's one song of theirs that does seem to be different.
http://www.youtube.com/watch?v=uLSUQ...eature=related - It's certainly more 'pop-y,' and i still can't stand the vocals. However, it has more style, and a sound then those other songs you posted up, except the 2nd half sort of gets cliche.