They stated that research they had gathered revealed that "kids put limited weight on lyrics in deciding which music they like, caring more about rhythm and melody" and implied that the label is not a deciding factor for a given purchase.[2] Tom Cole from NPR commented that the Parental Advisory label has become "a fact of music-buying life", which made it difficult for current consumers to understand the widespread controversy that came about from its introduction.[2] Greg Beato of Reason observed that by the 1990s, "A hip-hop album that didn't warrant a Tipper sticker was artistically suspect."[17]