I really like these pvs. I feel they are linking into you & me, and I'm sure ayu has a good enough reason from her private life to do these.
From what I can make out of snowy kiss so far, the lyrics are really sad, and it reflects in the pv. she wants people to feel uncomfortable. She wants people to think that not every relationship is 'perfect'.
I also think because her and Maro are together they can act really well together. Because at the end of the day when the camera stops rolling he's not gunna hit her in real life. Or she would have chosen another guy to represent him in the video.
But yeah, just my thoughts, I can't wait to see the full videos