In October 2001, Ryan Schrieber from Pitchfork captured the ascension of then rising rock band, The Strokes, quite well. Opening his review of Is This It, Schrieber writes:
“Ascending mediocre bands to heights of unwarranted popularity, and smacking the truly great down to “critics’ pet” status, hype has become a plague on any band hoping to achieve unbridled adoration among music elitists. When the media hounds smell success and respond with their annual cry of “saviors of rock and roll,” disappointment is inevitable.”