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Somini said:
What's shady about a nice gift? If i was at a Sony conference and they gave a gift, i would be quite happy i think!

Because it affects the neutrality of the people who gets the gift and makes it lean in favor of the game/company not because the title is great but because they are giving you stuff with it.

In journalism (and many other professions) you should not accept any gift that may change your opinion about the news, if they give you a capacitive stylus that has the logo of the game (around 15 U$) is a nice gift, but in this case the "gift" costs way more than the product itself there is something shady about it and you should not receive it and Ubisoft should not offer it in the first place.