I got into them mainly because of the SW/Opeth connection. I am an avid fan now. They are one of the few bands I say that I listen to more than Opeth.
But then you might as well ask me why I listen to other shit like Soundgarden, John Coltrane, SRV, Stevie Wonder, Kaki King.
Not all of us metalheads are neatherthals. Many of us just like listening to other types of music. I mean, why limit yourself and only listen to metal and other music that people may say is "OK" for metalheads to listen to?
Be missin' out, you know what I mean jelly bean?
Besides, "Buying New Soul" is just a great fucking song, musically and lyrically...