Just because you folks have a hard time handling the intricacy and sheer massiveness of tags/genres, doesn't mean it isn't of use to other people seeking out a specific style/sound. Quit your bitchin'. 
Some of these bands are amazing, but to claim they belong to a coherent 'movement' is absurd. It feels like the work of some self-aggrandizing journo, desperate to take credit for discovering a new 'scene'.
If anyone's looking for new chamber pop music to check out, look no further than FUN. Members of The Format, Anathallo, and Steel Train. You can get a free mp3 right here: http://www.previewnewmusic.com/fun/