Basically they're trying to create the next big thing so they can say they were there first. There's nothing special about the arctic monkeys. It reminds me of Pete Doherty who everyone is trying to set up as this huge martyr to music, like he's the next Kurt Cobain or Jeff Buckley. It's like they've already planned his premature death and are just waiting to shout from the rooftops about what a talent he is and how we were all robbed.
But I digress.
Basically the Arctic Monkeys is Englands very own trendy pop band (as they are the originators of it) who are approachable to a mature(er) audience and men. They have a shelf life of about three years, then the mass media won't care.
*I had this long winded thing written out, but the wireless internet at the library in my college keeps cutting out, so it didn't post. Each "page cannot be displayed" brings me closer to a murderous rage locked deep within.*