'Manufactured' is a ridiculous tag that's spouted around far too readily.
There are artists who have a strong identity of their own, who make their own decisions and have a hand in writing their own material. Will is an obvious example because he totally broke away from Simon Cowell (who really had no interest in him anyway at the time

).
But he said something interesting in an interview recently, which was it's a myth that people like Leona Lewis have no control over their output and their careers, in that you can't be successful unless you have strength and opinions. I assume he's talking from insider experience there.
I'm sure successful artists like Will,Lemar, Leona etc are guided and listen to advice by their record companies (as are all artists anyway because any release has to be approved by the record company first), but ultimately that have to have their own strength of character to survive in the cut throat business they've chosen.
In answer to the original question though -Will undoubtedly. If you see him on Tour he is unlike anyone else on the scene atm, a totally individual act.