Actually, the Beatles, who were great, no doubt, were media favorites who owe a plethora of hakaras hatov to George Martin who orchestrated nearly all of their songs. They also received too much credit for being innovative as their counter cultural influence was actually motivated by the experiences of the hippie movement such as the Grateful Dead and Ken Kesey, as evidenced in a popular, at that time, Tom Wolfe book.
The Beatles changed the world, but they were a conduit for sounds and styles they did not necessarily originate. But they are always good to hear, and as Brits, they are true Americana with songs that are timeless. I like to say that while other bands during that time made great music, the Beatles wrote great songs.