Jack White gives me a sense of going back to the late 1800s to early 1900s, as popular music took off, and new genres, styles, and instruments popped up every year. At the same time, there are developing projects to preserve folk music. What I see White doing is continuing the sort of experimentation and invention that happened then. He plays around with new instruments, styles, production. Third Man does this, I think, on an even broader spectrum. The mistake I think would be to see White as coming solely from rock and roll, or really having a discernible lineage at all. In It Might Get Loud, he says that is favorite song is Son House's Grinnin In Your Face. It is the roughness of it, a man singing accompanied by claps, that partly appeals to him. The article's take is that White is a bastion of rock and roll, but the thing is, White seems to be more about seeing what music can do and where it can go.

On the other hand, the article is complete flame bait. It doesn't support it's main position with any real details, just complains about more things about the man. Then, it derides obscurity and hipsterdom, while at the same time, taking a superior stance based, it seems, largely off of knowing even more obscure bands. It's crap journalism, even for an editorial.