I do wonder, they gave In Rainbows 9.2 or something. While I like the album, I wouldn't call the songs on it incredibly innovative or, to use that meaningless word when talking about music, "relevant". Some of the songs were Radiohead in autopilot, and most of those songs had been going around for about 5 years, yet Radiohead for some reason took an eternity to release them. The most timeless thing about the album was the unique release method, which has bugger all to do with music on the album.
The eleven songs from NLOTH are gonna have a lot more meaning to a lot more people than the stuff off Rainbows. U2's most earnest and intimate collection of songs since Achtung Baby. There's nothing at all superficial on NLOTH. So much more scope for connectivity between NLOTH and music lovers than with In Rainbows and music lovers. You really believe it when U2 sing their heart out, when you meet them in the sound, yet for some reason, the album only gets a 4.2. Bewildering.
Pitchfork have an audience and they pander towards them accordingly. Even if it means adopting an elitist and shallow anti-mainstream attitude. it's all good marketing, hence the massive traffic. Kinda disappointing though, because you do wonder, when ultimately recognising whether an album is "great" or not in twenty years time, who are the voices of influence. Pitchfork might well be remembered as a leading source in the noughties of assessing greatness, and if so, such a review doesn't bode well for NLOTH's future acclaim.