Which works better:Early reviews or few days before launch?

[Simulacrum]

Many Ps3 games (Uncharted 2,Killzone2,Lbp etc) get first reviews around 1 month before release..

Some big tittles (Modern Warware 2,Assassin's Creed 2) still haven't got reviews even tho only few weeks before release..

So which works better?You hear 1 month before release, that UC2 got 100/100, or you hear few days before, that Modern Warware 2 gets 100/100?

For me, its late reviews,I get all hyped.