Geez I don't know. The image, the style. I like the music since they first came to prominence in 2003. The music style has changed a bit since Ben Moody left the band but its still good. I like the dark feel of the songs but still it has positive messages in the lyrics. The 'Everybody's fool' video made fun of shallow materialistic type girls. I can relate to the feel of the music because I've been depressed before and also have struggles with addiction or I've contemplated suicide before but happy to say I'm ok now. Its not just the guitars and riffs that are important to me, its the passion and emotion of the singing and the lyrics. The music is real to me and doesn't pretend to be something its not. That's just my opinion, but I'm happy with it.