The problem with "criticism" from the perspective of the average person is that "Is this film worth my time and money" isn't really a question criticism answers. The linked article touches on this when it bemoans "the consumer guide approach" but until we firmly separate criticism from reviewing we're bound to keep going around and around on this.
I think that's not true for me and a lot of other people. If I read a specific criticism/review of a movie or book I often make a decision not based on good/bad but based on what the criticism is about. If a movie has slow pacing for example, I might be ok with that depending on the mood I'm in.
I'm not sure what you mean by separating review from criticism. Can you expand on that?