Right, so for those who aren't aware, each match is played to 3 points, with whoever wins at least two points winning the match.
In order to score a point, it's a bit like in Western fencing with foils; it's not enough to just smack your opponent, there is an etiquette to it. 1) You must make your kiai (the shout) at the exact moment you strike your opponent, 2) You must strike with the proper part of the shinai (bamboo sword), in this case the area between the tip and the leather tie about 25 cm down. 3) You must be moving forward toward your opponent--as symbolized by the fumikomi, or "foot stomp" right before the blow lands.
This is why the match lasts so long, apparently without any "points" being scored; the judges will only award points to the kendoka who is able to bring together all three elements together: the kiai (shout), ; the proper cut; and the fumikomi (foot stomp).