It clearly shows the group's violent rhetoric and uncompromising ideology, but also illustrates that ISIS is far more than a war machine. They are trying to create a nation, and that includes civic law enforcement and social services. For many people in the conquered regions, it represents more stability than whatever was there before. Of course, there are many others who are terrorized by ISIS (typically because they do not adhere to the correct brand of religion in the correct way) but it's important to remember that there is a fair-sized contingent of civilians on the ground who welcome ISIS.