In marketing, there is a term called a unique value proposition. Your unique value proposition is what sets you apart from the rest of the pack. The problem with unique value propositions is that sometimes they end as merely gimmicks. Some bands like to dress up a certain way or project a certain persona and sometimes it works and sometimes it does not. KISS works as a unique value proposition. Aqua (to me anyway) is a gimmick.
Mr. Bones and the Boneyard Circus could easily fall into that trap. A band that describes themselves as playing Goth Horror Rock Opera and dressing up as call ups from the Rocky Mountain Horror Show screams gimmicky. What elevates them from gimmick to artist is the fact that they are really, really good.
Mr. Bones is probably one of the most versatile singers in the scene right now, alternating from the demonic to the innocent, from sounding like a faux Dracula to Igor to a lost boy. They play with an aplomb and a theatricality that demands attention.
To sum it all up, at the end of the day we want to be entertained. This damned circus is damn entertaining.