I see what you did there ;)
I agree. They're kind of doing their own thing. It sounds a little influenced by Misery Signals or For the Fallen Dreams, but it's a separate beast entirely. I thought this was a killer record and that they didn't just go for some big gimmicky breakdown that would hurl them into success.
Completely agree man, they do sound a bit like those two bands, but completely different at the same time. It was easily one of the best records in 2010 and a great follow up album, and you're right about how they aren't a gimmick band like the typical post-hardcore screamo scene band like Bring Me The Horizon. They have a unique and recognizable sound that can't be emulated.