To me it doesn't sound wildly different from the kind of low-fi indie projects Pitchfork made their name championing back in the day, Dresden Dolls and stuff like that.
By the standards of that genre it *might* be a 10 for all I know. But otherwise my snotty explanations for the 10 would be:
*Pitchfork bought so heavily into 'poptimism' and hyping corporate pop with 50 producers and songwriters on each track as the height of auteurism, that one person recording a decent quirky record largely on their own suddenly seems like revelatory genius.
*Pitchfork are feeling guilty that they turned their back on indie and alternative and this is a start of decade mission statement/cry for help for a return to their glory days.
*they felt guilty that they were only giving 10s to mens.