That's Not To Say That The Album Is Compromised - The Songwriting May Be Streamlined, But Doug Martsch Now Packs All Of His Twists, Turns, And Detours Into Dense, Three-minute Blasts. In A Sense, This Is Built To Spill's Pop Album: Every Song Is Direct And Clean, Without The Long, Cerebral Jamming That Characterized Their Earlier Albums. They Embraced The Sounds Of A Big Studio And Focused Their Sound Without Sacrificing Their Fractured Indie Rock Aesthetic. "Perhaps Realizing That Their Time On A Major Label Was Likely Limited, Built To Spill Made A Gutsy Choice For Keep It Like A Secret, Their Second Album For Warner Brothers. Bottom Left Corner Moderate Crease & Bump. 2020 Reissue, Housed In Non-Gatefold Cover. "Built To Spill's 'Keep It Like A Secret' Turns 20".
^ "The 50 Best Indie Rock Albums of the Pacific Northwest". ^ Josephes, Jason (February 23, 1999). "Japanese Breakfast on Cosmic New Album, Lifelong Search for Community". "Built To Spill's Keep It Like A Secret is the sound of harmony between extremes". ^ a b McFarland, Kevin (September 5, 2013). ^ "The 25 Best Rock Acts with Unique Setlists". 
"Built to Spill: Show Preview - Hear This - San Francisco News and Events - SF Weekly".
^ "Built to Spill carries on the guitar solo tradition". ^ Stockdale, Charles (October 30, 2018). "Forget Remember When" and "Now & Then" are studio tracks that have been released only on this EP, and as bonus tracks on the double-LP version of Live the other two studio tracks were originally released on Keep It Like a Secret. Doug Martsch's golden-toned Idaho outfit roll out all their loveliest soaring hooks, striking a perfect balance between weighty rock crunch and sweet, gleaming twinkles." Track listing Nina Corcoran, writing for Consequence, admired its spindly guitar work, suggesting its "symphonic outro" justifies the group's standing as "one of the '90s best guitar rock groups." Christopher Porter at The Washington Post opined that "Martsch is a very good pop songwriter "Carry the Zero" great core melody." Tom Hughes singled the song out for a piece in The Guardian, calling it "a song that can lay claim to one of the best intros and outros in indie rock. Club called it the band's best-ever song: "a dreamy yet surging exploration that displays Martsch at the height of his prowess for infectious melody and arresting solos." Chris DeVille at Stereogum complimented its wistful guitar tone, considering it the point within Secret that the album truly flourishes. David Fricke at Rolling Stone praised the song's "lyric mix of run-on, conversational syntax and curveball wordplay." Pitchfork reviewer Jason Josephes called it "downright pretty," noting that it "merges Cocteau Twins-esque guitars and melody with equal sigh and much more articulate lyrics." The publication later ranked its parent album among the best to come from the Pacific Northwest, with columnist Evan Rytlewski singling out "Zero": "Although Martsch has often written about how the insecurities of youth trail us into adulthood, he’s never done so more movingly than on 'Carry the Zero,' six minutes of tough love packaged in a hug." Reyan Ali of SF Weekly called it "a wistful, lonely, rough-around-the-edges tune." "Carry the Zero" has received wide acclaim from contemporary music critics. "Carry the Zero" has been popular for a generation of indie musicians: Frances Quinlan covered the song on her 2020 album Likewise, while Japanese Breakfast revealed it was the first song she learned on guitar. 
Brett Anderson at The Washington Post depicted the tune as a "guitar manifesto in three movements." The tune remains a celebrated standard at the band's concerts. In "Carry the Zero", Martsch "extends a mathematical metaphor" to depict a disaffected relationship.
"Carry the Zero" is perhaps considered the band's most popular song.
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