While being under SM is certainly a factor, people seem to be ignoring the biggest reason why people are interested in Aespa, and that's their unique concept and lore. It's not just the "typical girl crush". We can leave that to the other girlies.
Sure other groups have concepts and universes too. But this is the first group I can think of with a universe and story that's pretty straightforward. Most groups will opt for having a vague concept or storyline told through their mvs. But Aespa's is pretty easy to wrap your head around and more direct.
Plus, what makes Aespa stand out is the fact that they directly reference their universe and villain within their songs (with the exception of Forever). Other groups usually stop at the MVs. I wasn't all that interested in them either until I saw the SMCU thing. I hope that they run with this and give us a full-blown concept album for their first full-length. I think that would be so cool and different for kpop. SM better not drop the ball with this one.