Pitchfork inches closer to conglomerate status

Not too many people are willing to call out Pitchfork Media anymore. The line I hear is "it's crap, but it's unavoidable" (um really, it's not like there aren't thousands of other sites you can rely upon for music knowledge). Jim DeRogatis has been one of the few to continuously call Pitchfork out (his interview with Ryan Schreiber lifted him to hero status in my mind), and he's back at it again, rightfully calling out the indie rock press moguls for hiring the sketchily corporate sounding "independent lifestyle communications and brand agency." Read the press release yourself, it's almost inscrutable in my mind.