When I first heard her I loathed her mumbling / moaning that is her "singing", but the more I listened to it, the more I fell for it. I think that's a problem a lot of people have, unfortunately.
Pretty much this, along with her admittedly slow yet somehow grandiose production.
I know a lot of people who adored Young and Beatiful who hated her before. Which is good since it's her best song IMO.