The second full-length (following 2003’s Minimum R&B) from the California foursome Service Group, Principals [sic] of Electronic Circuitry is jumpy, ’60s- and ’70s-influenced guitar rock that’s been buffed and polished to gleam like a classic Mustang. No, it’s not exactly groundbreaking, but it does pack a bit of a humalong kick, with rocked-out Beach Boys tracks like “Secret Servants” and sunny declarations of love like “Let It Go.” Over the course of its 47-minute running time, Principals of Electronic Circuitry offers a little something for devotees of Teenage Fanclub and Supergrass as well as traditional collared-shirt-and-tie rock ‘n’ roll, though its overall staying power is as questionable as the spelling of their album title. There’s just enough catchy music here (the paint-by-numbers lyrics are another story) to turn the album into the soundtrack to a carefree summer; but summer, I’m afraid, has just given way to autumn. – Eric J. Iannelli (2008, The Daily Copper)

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The four strapping young lads behind the Service Group have certainly done their share of listening to bands who’ve listened to the first few Elvis Costello records, Squeeze and the like and these dudes have also figured out how to write a right stompin’ good rock ‘n’ roll tune in the vein of Seattle’s best The Boss Martians and Chicago’s finest The Bon Mots. Lots of Mersey beats, high-energy guitars and vocals that sound like they were squeezed fresh from a heavenly musical lemon. Nothing here’s going to change the world - in fact, not much of it will inspire you to change your shorts - but that hardly matters. It’s bands like this, after all, Sparky, that win the race by keeping the hype overhead low, the music loud and the songs just a notch below first rate and high above the stuff that fades faster than London’s taste of the week. - Jedd Beaudoin (2007, The Daily Copper)