Unfortunately, it seems that russian market, on which is he focused, doesn't want rock singer. So he has to make "sweet pop songs" if he wants to break through. Just remember that Robbie Williams was a member of a boy bend. When he went out of Take That he had been considered as a real singer.
I don't know how many russian rock singers there are but he is probably better doing pop/rock or just pop music because it does suit him more than only rock.
Real, "classical" rock is much more harder to do than pop or pop-rock. Everybody is able to do pop. Easy melody, heart-tearing lyrics and a little mixing "help", and voila - you're a pop star. I think that at the moment he wants his song to be catchy for the audience so that they can remember him. I suppose russian market is really huge so he needs everything that could help him.
many singers are like that, they start off all poppy and mature into their own style... like avril lavigne! i dont like her anymore but i was obsessed with her when she first came out. and over the years as she grew up her style changed from poppy kid songs to more grown up and serious
In my opinion Dima must sing not ONLY pop songs-cause they will not remember them for long time-maybe he can have a hit on his album to be rock-on his album from now he has only pop-maybe it will be much better if he had a rock song too