Creativity a matter of opinion?

Is creativity a matter of opinion? We are all creative to some degree but good creative is bought, sold, shared, discussed, abused, copied, mimic'd and original. I have been a long time fan of Sigur Ros, they recently won an award for the video rendition of their track 'Untitled 1'. I would be interested to learn your opinion:

Is it pleasing, disturbing?

I tell you what it is - it's reactive... it challenges, pushing boundaries within the confines of the musical structure.