This manga might draw vampire fans to the romance genre, if you also enjoyed Death Note. I'm not saying there is anything wrong with a person's choice over which is the correct vampire (the action monster that tries to break necks vs. the romance monster that seduces everyone), but this one is strangely enthralling, and I am NOT a Twilight fan. This manga somehow treats vampires right even though it is in the romance section, that can even satisfy action vampire fans.
I do mostly gloss over the constant "I love you but I can't be with you" phrase that shows up every other chapter, but I find the concept of the vampire society and the struggle to coexist with humans one that actually resonates with me, and I am much more interested in how the concept can be achieved over the personal ones. The love triangle between the main characters (Yuuki, Zero, and Kaname) can only be described as both boring and interesting, as Yuuki's constant swaying affection is frustrating to me, but drives the story well.
I believe the reason for the attention is that it feel a little like Death Note, as the fights are not purely action-based, but who can make the better move to declare checkmate. As an action fan, there are a couple of great scenes where, if the writer is willing to, he can expand them into much better fights. The villains actually feel like proper villains in a game of deadly, bloody chess, similar to Death Note. The core of this manga is romance, but, as I've said, I am liking this one despite the genre change.