"For every Vampire Weekend or Arcade Fire that goes beyond this point, spinning online buzz into big success, there's an M's, or a Thrills, or a Clap Your Hands Say Yeah — take your pick of any blog-hyped band that once generated copious heat only to cool off considerably, partly victims of a zippy online impatience that, as Matthew Johnson, founder of Fat Possum Records, put it, 'can devour bands whole, and be done with them.'"

Why Altered Zones, Pitchfork's new MP3 blog collective, is a destructive force toward artists. However: This isn't all Pitchfork's fault. An artist doesn't get on the internet without their own considerable effort. They don't have to react to coverage. Young people are inexperienced and I don't blame us for going for fame as soon as the slightest hint thereof beckons, but there's more to this than the idea that Pitchfork is trying to co-opt all the young rebels.

The cool thing is that they actually are.