Is Pitchfork Trying to Justify itself

http://pitchfork.com/features/articles/7704-the-decade-in-indie/

I dunno. It seems they are trying desperately to try to salvage its existence in the face of its mainstreamness. But I do still like it. Don't get my wrong. And I liked the article. But does it see what We see that there may be paradigm shift and its trying to escape it.