I think melisma (vocal gyrations) can be cool (especially in jazz and/or gospel...in pop, not so much) but many times it prevents the natural beauty of the song's melody from getting through, as it does in the above example, in my opinion, of course.

Perhaps some singers like to think it shows their emotional involvement in the song, and how it exhibits their vocal control, but, for this listener, most times, all melisma does is interfere with the flow of the lyrics, melody, sometimes even the rhythm itself.Ian