SXSW 2010: Muse

I'm a little surprised at the NME report from Austin this evening:

Muse win over industry crowd at SXSW

Do Muse - who are more established than the Church Of England - really need to "win over" an "industry audience"? If the "industry" still needs to be "convinced" by Muse, hasn't it gone beyond the point of no return?