Sentimentality is Craig Morgan's specialty and he's awash in it on 2008's That's Why, his first album for BMG Nashville and first major-label effort since his 2000 debut. The extra years suit Morgan well, as he's not really a lively singer; he eases into the song, letting his cured country croon settle into the polished pop textures of his co-production. There are times where the pulse quickens on That's Why, but never does this really rock or twang, not even on the small-town rallying cry "Sticks" or on the pulsating beat of "Every Red Light." This is middle-aged country-pop for middle America, celebrating faith, family, and country in surroundings that are slightly too slick, but Morgan's saving grace is that deep voice which adds textures to his clichés and keeps the music country when it's threatening to float into anonymous adult contemporary aural wallpaper. ~ Stephen Thomas Erlewine, All Music Guide
In 2000, Craig Morgan dipped his toes into the current of country music with a self-titled album on a dying Nashville label. That album yielded "Something to Write Home About," which introduced Morgan to a CMT video audience and modest radio airplay. Now backed by Broken Bow Records, Morgan's first single, "Almost Home," from the new I Love It disc, is a mere sampling of a pleasingly diverse CD. On the fun side, Morgan sings about the almighty dollar in "Money," a real toe-tapper. "Look at Us," with its plucky string riffs, has a rolling melody fit for head bopping, as does "Where Has My Hometown Gone," about revisiting a strange and now unfamiliar stomping ground with a mini-mall where squirrel hunters used to stalk their prey. The subject matter may not always be weighty, but the writing (Morgan co-wrote most the cuts) is believable and well-crafted. Especially noteworthy are ballads like "Every Friday Afternoon," which may well be the album's prime cut. Morgan captures the heart-wrenching duplicity of two stories about letting go: one about the girl leaving the boy seamlessly interwoven with the story of a father and child. Because of his tenure in the United States Army, it is no surprise that Morgan includes "God, Family and Country." In the post 9/11 world, a token patriotic cut graces almost every album, but the singer's experiences justify the patriotism. It is obvious that Craig Morgan's career is taking on new meaning and direction with the release of I Love It. The material is solid, the performance is quality, and the collection is worthy of attention. ~ Rick Cohoon, All Music Guide