Now moving away from my previous tradition in this thread of picking out random posts and making one-line criticisms, I'll try responding to the OP.
When critics are rating Tendulkar above Bradman, I do not think for a second that they're actually spending time mentally tallying up Tendulkar's achievements against the Don's. In 90% of the cases they're either sub-consciously or consciously using the term 'better than Bradman' as a superlative to express their deep appreciation for Tendulkar's achievements (This is usually done after Tendy breaks a big record).
In the same way you say 'Best Movie!' right after you see
Toy Story 2 as an immediate reaction even though you did not actually think and weigh it up against say,
Pulp Fiction or
Godfather and your opinion will most likely drastically change if you were made to do a proper movie-rating exercise in a week.
When Hammond was still playing iirc, Some considered him England's match to Bradman. A famous umpire whose name I cannot remember atm made a multiple page comparison between Hobbs and Bradman in his autobiography. Hutton compared Gavaskar to Bradman when the former was in peak form and even Ponting was compared by some to the Don in his days of international murder and rape. None of these arguments exist atm, So it is only logical that it used as a superlative than an objective answer. I firmly believe that the headline 20 years later will read 'Wunderkid better than Bradman?' and not 'Wunderkid better than Tendulkar?'