In a sea of entertainment services and products clashing against each other, it can be confusing for a consumers to choose a direction; bound to limitations such as time and funds, consumers can be overwhelmed by the wave of choices shown to them daily (advertisements). Reviews can serve as beacons to light the way, steer the consumer to a given direction, but in the end, reviews are generally just opinions, and those said opinions are ultimately subjective.
The game industries knows this, and so does every other entertainment outlet out there; hence, having some influence on the opinions/reviews of your products matters (even if its is just a little). There is commercial/monetary value in befriending the critics, as there is value for the critic to receive insider information and products. It is relationship, and people inside relationships have a tendency to become bias in order to keep said relationship.
Example: Are you as nice to strangers as you are to your friends? How about your good friends who have given you so many good times and helped you out?
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