Yes, the highly manufactured Good v Bad personas.
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I think in the period 63 - 65, there wasn't much to choose between the groups you mention and a few others(even though they'd done the U.S. billboard all time record) . The Beatles for me came into their own from 66 onwards which is why it's usually the albums from this era that feature high up in the all time listings of best albums of all time.
After the Beach boys Pet Sounds in 66 which influenced the Sgt Pepper recordings, Brian Wilson was writing and about to record the legend which was known as/to become 'Smile'. Upon hearing Sgt Pepper though he basically threw his hand in saying it could not be bettered and went into his mass depression period. Pink Floyd too were in the next studio at Abbey Road recording Piper at the gates of dawn when they too were blown away by what was coming out of No. 2 studio.
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