The words "ham-fisting" and "half-assed" spring immediately to mind.
Mainly they bring nothing to the table with it. There's no original spin on it, no real new twist, nothing other than the fact that it's some heavy band playing it. It's a self-glorified self-congratulating waste of time.
They didn't really do anything to that song other than, as others have said, add distortion and palm mutes. It's a straight ahead cover otherwise. Not inventive.
I'd say Limp Bizkit's "Faith" cover has it beat in that regard. They at least changed the song up a bit, which HIM did not with their cover.
And I'd also say that it is very much a gimmick.