Yes, there's specific nuances to Rotherham that I think it underplays. Severe and worsening deprivation since industry closed down in the 80s, and it's turning slowly in to a satellite area of Sheffield. Infact, Sheffield put a lot of energy in the 90s and 00s in to blocking major reconstruction efforts, there's a reason the IKEA ended up not being built in Rotherham (where it would have been much cheaper).

Also, right behind where that header photo was taken, is a GOOD example of attempts to regenerate the high street.

But the causes are much longer reaching than anything this points to – it's been in decline in Rotherham since probably the 1970s.