No it wasn't a store employee...
It had a write up underneath it... it was done by their marketing/sales group (Borders is a pretty big chain)... Also I agree it's a not a pop album. However, some people, like Borders, could argue that point...
In addition, mainstream already has caught up with Opeth to some degree. Listen to their first three albums compared to the last three. Better studios, better equipment, better marketing, better production (some would argue this, I would), etc..
Sad but true, money = mainstream.
As a general rule - the more a band has, the less creative they become.
deathbearer - I used to think the same way as you... 15 years ago, I used to listen to a great band called Metallica. At the time, I thought it would be great if more people would listen to them (if they gained popularity)... well, I got my wish... enough said.