I don't mind if composers like Einaudi (and the entire stable of soundalikes that Classic FM seems to have on tap) want to put out the crap they do. Nobody forces me to listen, and there seem to be people who get something from it - presumably those who would otherwise be pop fans, but now feel they are cultured.
What does grate slightly is when these composers start to buy their own hype. Classic FM are basically a hub for dumbing down Classical music, and marketing it as some kind of perpetual relaxation aid, and they literally push Einaudi as 'The greatest composer of all time.' Not an exaggeration - they use those words. (Particularly galling when I've also heard them say, "That was Liszt's only entry in our chart, proving that we can recognise great music from lesser composers"). Naturally such hype has drawn the attention of critics living in the real world of classical music, who write slightly bemused articles suggesting it has to be a joke. And Einaudi - clearly now believing everything Classic FM says about him - fires back that they just don't get his music. Like these guys who live and breathe music from every period - who critique performances of the Rite, of Beethoven, of Fernyhough - might not understand his three chords. I can half understand that kind of pretentiousness from experimental musicians, who make a racket that people actually don't get. But when you have a career based on rewriting the same piece of incredibly basic tonality 8000 times (having stolen it from Nyman to begin with), pretending that its simplicitiy is some new kind of genius seems mad.
I don't even really mind that. Let him enjoy his delusion. But unfortunately the effect is that millions of people - whose only window on classical music is Classic FM, believe this to be the pinnacle of culture - which has a knock on effect on what is in demand for concerts and recordings. So when I walk into HMV the Classical section is reduced down to Einaudi's entire catalogue, Max Richter's entire catalogue, 'Katherine Jenkins sings light pops marketed as opera,' and Lang Lang's Disney album.
So the sooner the fad goes away the better.