According to "" (1990), "Born in the U.S.A." may have seemed more conservative than Springsteen's previous work but it showed him evolving on what was his "most rhythmically propulsive, vocally incisive, lyrically balanced, and commercially undeniable album". Greg Kot, writing in the "Chicago Tribune", later called it "an 11-million-selling record with a conscience". AllMusic's William Ruhlmann interpreted the album as an apotheosis for Springsteen's reoccurring characters from his past albums and said that "Born in the U.S.A." "marked the first time that Springsteen's characters really seemed to relish the fight and to have something to fight for". Richard Williams was more critical in a retrospective review for "Q" magazine, writing that Springsteen had exaggerated his usual characters and themes in a deliberate attempt at commercial success. Williams added: "The decision by someone who grew up in the '60s to exploit the American flag on the cover and to bury the anti-war message of "Born In The USA" beneath an impenetrable layer of clenched-fist bombast ... was, in the era of Reagan and welfare cuts, downright irresponsible."