I don't have much to say other than one of the following things is off base with the others: Pitchfork's current identity, advertisers' concept of Pitchfork's identity, or my concept of Pitchfork's identity (or at least what it should be.)
Now having posted that, it's actually my opinion that Pitchfork criticisms are kind of passé at this point. I've been the most guilty member of this collective in railing at them every couple months on schedule, but in truth I hardly care anymore. Short of going the Rolling Stone route (i.e. multi-page puff pieces on Kei$ha), they're not really going to surprise me. We all know their script and it doesn't merit much further analysis. Personally, I barely read the site at all these days.
Still an amusingly misplaced ad though.