This is a good conversation to have. There are concrete objective differences between bikes, eg top tube length, leverage rate, seat angle, and I've never understood why those differences aren't addressed, compared, and contrasted in single bike reviews. Even better, most of those objective differences point toward a bike's intended purpose and ideal rider, why it excels in this situation and drags in that one, why the competitor's bike does the opposite, etc. Why you wouldn't define a bike's niche relative to it's direct competition is beyond me. That's almost the only thing I'm looking for in one of these reviews.
This isn't an attack on NSMB. Pinkbike does this as well. So does almost everyone. If you're reviewing a Toyota you have to at least mention what Honda's doing.