Not that I condone this but other companies do this all the time. A big one does it every single year with their yearly craptastic shooter franchise :)
So it's not like this is something new even though it is bad. This is why you don't trust reviews!
EDIT: After having read Aldros post I don't see ANYWHERE where Square specifically demands a 9/10+ score. They basically state that they can't publish their review until after the embargo if it is 8.9 and under. I don't see the harm in that. They have the freedom to publish a 2/10 score after the game comes out just like anyone else.
I have always felt anyways that the media/press should NOT recieve the game before consumers do anyways. They should have to wait just like everyone else. Just because they are in the media it doesn't make them special.
Essay Pro