Skepticism: Models with Microphones

Celebrities attempting to be jacks-of-all-trades seems to me like a strange form of nepotism: you're good at one thing and you're famous, so you're probably good at other things too. I don't understand it: actors with record deals, singers in Hollywood studios... and most recently becoming a trend, models lending vocals.
It's been almost six years since Primal Scream released Evil Heat, whose cover of the Lee Hazlewood classic "Some Velvet Morning" featured Kate Moss taking over for Nancy Sinatra. The track's success was only above-average, but helped to secure Moss' status as the rock-'n'-roll muse she's become (though she hasn't sung since).
Now it seems models behind her are looking to follow in her footsteps-- instantly recognizable British it-girl Agyness Deyn joins relatively unknown rockers the Five O'Clock Heroes for a track called "Who", the video for which can be seen below:

I'm not sure what I think of it. I don't really see why it was done, though it does show potential and is far better than Heartschallenger's "Prism Effect" with dumpster-diving hipster muse Cory Kennedy. And fortunately, unlike Kennedy, Deyn can sing. And this did work for ladies like Cassie, Uffie and French phenom Micky Green, who all were and are high-profile models. This is a pretty decent track and could very well show an inching onto that track...
But maybe if it wasn't a supermodel singing, I wouldn't be so skeptic.