I agree, the brightness just takes away from the subject. Like for instance, if this was done in almost complete darkness with the subject illuminated with only a flash, I think would accentuate the subject, leaving less for the eye to look at.
With that being said, maybe had she not been wearing a white outfit that is also blown out. Like if she wore black, maybe this technique would have worked better for me.
I think the high-key style and the white outfit makes this series very angelic - I like it. From my knowledge and experience, these kind of techniques works really well with asian girls too.
It's one of the trend now in Asia and there are accumulating amount of fans including the subjects who want to be photographed this way. These subjects are our potential clients.
I guess when it's established to be a "style", you can like it or dislike it, but there's no correct or incorrect.