Well the fact that one of them is openly gay might allow them to jump on the 'gay' bandwagon. I know as a concept that's faded a bit but when Gaga and Katy Perry were at their last peaks in '09 and 2010 being gay was a pretty cool thing, and both are due a comeback soon...if they can sneak themselves a supporting gig somewhere off the back of that they'll have another market other than the 'teenage girl' to play to.
Also, one of them has really quite a good and strong voice for a boyband (is that the gay one too?)
It'll depend on what music they put out, I can see them bulking up so as not to compete directly with One Direction's teeny pop appeal. Don't count them off yet, Louis is a good manager.