This PV deserves more credit than most have been giving it. I thought it was absolutely great and interesting. Not her best, but far from her worst. IMO, there are -many- previous releases that were more disappointing. One-shot PVs like Daybreak, or Humming 7/4. Ones with only dancing, such as (don't) leave me alone.
The different Ayus definitely represent something. I got a Matrix-like vibe. My boyfriend, who posts under the name "Idealist" here, has a very fascinating analysis about the plot, which he is just about to post himself.
Whereas something like JEWEL was just eye candy, this is eye candy, and it's interesting. One thing we discovered was the lingerie Ayu was looking at herself in a mirror! (Look closely -- there is a frame around this scene.)
BTW I think the lyrics of this song also contribute a lot. For those of you who aren't enjoying it, try using subtitles.