Yeah they are obviously going for the "cool" look more so than the typical "cute" look, clearly influenced by the trend-setting AKB style. I don't know about the MAMORE song in particular, but the PV does remind me of AKB's RIVER.
Honestly, I really don't care what look they go for as long as the songs are good, but I haven't really liked any single song from Meniwa Aoba on with the exception of Poolside Daisakusen. I rather prefer the coupling songs without a doubt.
I don't know what it is, but the single songs lately just do not bring out the same level of emotion and soul out of me that they once did with such singles like Baby Blue, S.O.W., and Mujouken Kouhuku.
From a music enthusiast point of view, I think I prefer 9nine, Tomato n'Pine, and TokyoGirlsStyle a little better, which is a bad sign for Idoling, because last year there was no contest, Sunrise album and 3domeno Kinenbi owned it all. Well, Maipuru is still the best and she's the only reason I come back to Idoling songs time after time.
All in all, MAMORE really isn't so bad, I can live with it, I mean compare to any lame crap AKB spews out as single these days, MAMORE is still leaps and bounds better. Hopefully the tradition of coupling songs being excellent will continue, and looking at the song titles alone give me tremendous hope that it will.