Because of the misuse of the term "subjective", it has come to mean objective assessments of sound accuracy under circumstances where our hearing perception has been shown to be unreliable. Subjective has come to mean poorly supported objective claims. TAS has their terminology correct. What they are doing is offering objective assessments about the accuracy of the sound that they've made without certain controls and without other means of testing. Objective perceptions can be unreliable under those kind of circumstances, but that doesn't make them subjective. So good on TAS for getting the terms correct, and recognizing that their method raises an issue of trust.
I do not think it is possible for a human being to evaluate sound objectively. Most of the energy used to design successful scientific experimentation is about barricading feelings and biases from the results. The complexity involved in architecting proper experiments is based on this. This is analogous to why “legalese” is such a complicated form of syntax and grammar, since the ideal is that the words are so clear that they deflect interpretation and force only the meaning that is intended
We are, after all, talking about reviews. Reviewing a product implies value. Value is subjective. Even if product A has measurably more bass than B that doesn’t make it better, especially when someone has a small room like me and more bass is usually a negative. There is no way you will convince anyone that the price tag also doesn’t bias a listener (Otherwise why do every single review in the magazine always verify that the more expensive product higher up the line is better?) Claiming that “our opinions are objective because we say so” is the opposite of the scientific method and simply would never hold up in any serious discussion of what objectivity means. The fact that they have a reference system, or have been to many live concerts and are comparing the sound of the reproduction to the original is irrelevant. There are way too many biases for such a process to be considered objective by any scientific standard. Even the type of music is relevant, for example. Maybe I like rock and you like rap. The type of system that will make listening to either more or less pleasurable is an opinion.
You could hand TAS to any serious academic on earth, whether they know anything about audio or not, and they would quickly recognize that it is a bunch of opinions, not objective facts.
Even if their reviews are objective and not biased by advertising, cost, music, etc., my OPINION is that they are boring. They need to start publishing a much wider range of articles for me to spend any of my cash on them. (PVP and I came up with several interesting topics in a short brainstorm, so surely they could find much more if they really wanted to.) What’s more, these publications are by and for a very specific demographic and one that may not have longevity, though time will tell on that front.
I’d rather read forums or just listen to music and forget about the gadgetry making it happen. The more of the latter in my life, the better for my wallet and my well being. Instead of PRAT or other cliched descriptives, I like rating gear by how quickly, deeply and for how long do I completely forget gear in favor of music…. That is why I am a Lampi fan, for example.