Oh yeah I agree with you, it's so frequently the way though nowadays. Bands get hooked onto by publications and run with them, which is often really detremental to their career in the long run. But I'm glad they are humble about it and aren't paying too much attention or cashing in. Rather see these guys (particularly as I'm a huge fan anyways) being talked about than that lame excuse for a band, Brother.
You can't compare Brother and Vaccines toilet circuit plight however, they were in Kill the Arcade and Wolf Am I touring the country for 3 years in shitty venues, when i saw Kill the Arcade there must have been about 15 people there, and Brother not too long ago were playing gigs to similar amounts of people (in one case in Kingston, they had to run away from the promoter after the gig for not bringing enough fans). They have been ambitious and for some reason or another the british press and music industry have latched on to them as a sort of saviours of guitar music, along side Vaccines. Vaccines have done well to get a gig don't get me wrong, but Brother aren't a lame excuse for a band when you look at how much work they have put in to finally arrive at this grit/brit pop orientated band.