I see this phrase used as a criticism of an album or band which maintains a recognizable or signature sound, most recently of the new Beach House record. Is this really a valid criticism?

As long as diminishing returns don't apply, and a band keeps the quality up with every album (Devotion is just as good, if not better, than BH's debut), I personally have no problem with a band that makes 'more of the same.' How would a band like The Smiths have fared if they were making music in the "change it up every album" blog-age?