It's a culmination of all that they'd done up to that point. A kind of logical conclusion.
I prefer it to the later albums because they seem a bit more scattershot, a bit less focused. As though they knew they'd already made their grand artistic statement with Pepper. It's like the post-Pepper albums are really the products of a band trying to deal with that album's impact, both on music, and themselves as a band. The three albums: Rubber Soul, Revolver and Pepper, combine to have become (IMHO) one of the greatest album sequences in the history of popular music - along with Scott Walker 1-4, and a few others.
Their greatness - and thus their place in history - is mapped out on those three albums.
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