So let's leave aside the little details in Girls Aloud being convinced to record a song laying into showbiz column-attracting perma-clubbing fameseekers - yes, it's about indie. That's why it specifically mentions bands not selling any records, because as we know the one thing the charts have repelled over the last couple of years is identikit guitar bands, most of whom would if ever asked gladly claim to be Girls Aloud fans. (What do you suppose those, at the time of writing, 25 comments on NME.com read like? We think we can guess.)
Instead, look at that title, Hoxton Heroes. Not the geography - after all, if anyone wants to truck bomb Shoreditch we'll gladly supply the tools - or indeed the timing of going after style mag followers well after Nathan Barley, Modern Toss and all points west.
No. It's that Hadouken! coined it a year ago.