I think they're big enough to do it, so in that sense they're deserving.
However, there's no doubt they're divisive. Folk are less likely to be neutral on them or want to attend out of curiosity.
Thanks for digging that article out!
If objectively looking at The 1975's popularity (big outdoor shows, sold out arena tours, 4 x o2 sold out etc), can't think of another British band who'd be as deserving (again, looking through popularity lens) of a 1st time Pyramid headline slot. There aren't many contenders, a few bands from abroad potentially yes, but not from the UK.
I could see that working the more i think about it. I mean, to be honest a lot of areas could do with a shakeup. Croissant Neuf comes to mind. I appreciate that they keep trying with the Glade. I don't think they've nailed it yet but theyre getting there.