I can't give you a precise answer to your "why ?" and if you don't like his music I will not cry. I feel a deep respect for the artist behind - please notice that this is a one-man band. Composing, recording and mixing the stuff takes time...
For me his music is far from being soulless, but it is very personal, so I don't expect that anyone can connect to it. His music channels very strong feelings and emotions, he does not look to be the next clown to entertain some bored old metalheads by doing something "original". If the means of expression have already been used by other bands, I don't see the problem. Aren't you speaking a language that you learned from others ? Yet it is used to express your own, personal inspirations.
As he's looking for a label to release the album featuring the song posted on YT, I'm trying to help him with the promo. I hope this answer satisfies your curiosity.