I took a class that was partially focused around the "I don't criticize" attitude toward music/books/etc...generally, any time you "like" or "dislike" something, you've made a value judgment. Subconscious or not, it's still critical and based off a set of rules that you, for whatever reason, have decided are valid for yourself.
So really, everyone's doing the same thing. Saying that you "criticize" just means that you've examined the rules you use; "not criticizing" just means you haven't.
It sucks how "criticism/criticizing" has negative connotations nowadays. I wish it were totally neutral.