It's not the best PV but something about it is very compelling. The Ayu playing with the matches has such a a creepy and sad atmosphere ( why is she continuously smiling?)...I get the feeling she's not even human. The TV Ayu, on the other hand, is very emotive and it looks like she is singing to the burning Ayu. I think there is more to this PV than meets the eye.
It is a tad boring though
But I really like the atmosphere.