Before anyone else says it... #firstworldproblems
But his songs just seem to be tactically written to have mass appeal. Galway Girl rammed full of tired stereotypes... Castle on the Hill which he presents as some kind of 'salt of the earth' autobiographical kind of thing but then admits he's never actually broken his leg (so why say it?)
And the new one, Perfect, seems to have been written as part of a 'wedding song by numbers' kit - falling in love young, prevailing "against the odds", hoping to have children, etc etc.
Yes, obviously music has to be commercial, but people like Adele and Sam Smith (heck even Taylor Swift!) manage to be commercial yet authentically reflect their own experiences.
AIBU? (probably)