Well they need to be objective, but objective in the eyes of their consumers. 1up maybe used to be about being objective for all gamers but then they decided to be a little hard core so casual gamers stopped visiting causing 1up to become even more hard core causing the less hard core to stop visiting and so on leading to the decline you mentioned bodhesavata. So long as they make money it's no problem.
They are basically chasing the hard core audience the same way various liberal media outlets (well, essentially most of them) are chasing liberal viewers. If 1up keeps it up they could end up like many media outlets and drive away so many visitors that quality of reporting drops causing a slow permanent decline.
Either way, they still should be a little more objective. Hard core gamers would be a lot better off hearing reality from their media of choice. Then they wouldn't have meltdowns when they discover no one else thinks Sony had an awesome show and most think Nintendo had a great show.
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