I think they are different to Steve Brookstein, in that they are not pretending to be anything other than kids who like singing.
christmosschops - someone said earlier "they've been compared with the carpenters etc so what Louis has said about them has been tame by comparison." - just pointing out that comparing them to the carpenters would be a MASSIVE compliment!
Most pop stars I think are detestable. So it's quite refreshing to find some who actually seem 'nice'. I think there is a gap in the market for a 'kids group' like Steps or S Club 7 - there always has been kids music - I've got a whole record of the stuff from my childhood. Including the wombles.
Hardly any of the winners from these shows actually turn out to be megastars - most sink into oblivion! Most potential megastars will be signed up because of their merit, not because they've won a competition!
Just for fun - thinking through the previous programmes of this type;
Popstars - HearSay - split up, the girls have done alright for themselves, where are the boys?
Pop Idol - Will Young - success
Gareth Gates - temporary success
Fame Academy - David Sneddon - oblivion
Lemar - big success
Popstars the Rivals - Girls Aloud - success
One True voice - oblivion
Pop Idol 2 Michelle McManus - not quite oblivion (in that she went on You are what you eat), but basically oblivion
Fame Academy 2 - Alex Parks - oblivion
X Factor 2 - Shayne Ward - so far success, but not fantastic success
X Factor 3 - Leona Lewis - success so far