It's not a smear campaign. The vast majority of the media thought it was average not just a few sites trying to sabotage a game. You think it's deserves more than 65, I do too but not much more (not played it yet though so opinion can change but gameplay looks a little clunky, games is short and lacks any type or multiplayer and/or has little replay value. 7/10 looks about right to me). Hype probably raised the bar high and if you do not meet it, you will get hit harder than if it didn't have any hype. Also arguing over something that is subjective is a major downfall in your argument.
Still will pick up the game at a cheaper price and I think it's a great start to a new franchise.