SIS in its call to the Caliphate is also offering a new world order in which the current geo-political conflicts will, according to ISIS, be resolved with everyone ultimately living as Muslim in a utopian life governed by Islamic ideals--heady stuff for the young who are disheartened by real injustices in the world and still believe in the possibility of utopias.
The recent horrific attack by ISIS in Paris means that 2015 will end similarly to how it began, with the barbaric killings of Parisians at the hands of Jihadists terrorists. 2015 has been a very difficult year for Paris and for France in general; and the prospects for 2016 aren't looking so bright either.
However barbarically inhumane he may be, al-Baghdadi is not incoherent in relation to his long-term objective and the tactical and operational means required for its attainment. He wants the world outside the caliphate, including moderate Arab countries, to be struck down with massive social, political and economic chaos.