Way back on the 3rd page of this thread, frybread said "It's not the job of game reviewers to shape and mold the game industry."
On the contraty, it absolutely is the role of game critics to shape and mold the game industry; in fact, that's why they exist. That's why critics exist in any medium, whether it's film, music, art, or food. Brad Bird's soliloquy for Anton Ego at the end of Ratatouille defines the role of the critic thusly:
"In many ways, the work of a critic is easy. We risk very little yet enjoy a position over those who offer up their work and their selves to our judgment. We thrive on negative criticism, which is fun to write and to read. But the bitter truth we critics must face, is that in the grand scheme of things, the average piece of junk is more meaningful than our criticism designating it so. But there are times when a critic truly risks something, and that is in the discovery and defense of the new. The world is often unkind to new talent, new creations, the new needs friends... Not everyone can become a great artist, but a great artist can come from anywhere."
I'm not going to take sides on whether SMBB or WoG is a better game, but what is clear is that Brawl, for all of its wonderful goodness, is not new. It's not going to push the medium of video games forward.
IGN has a vision for what the Wii can be as a platform; it coincides with Iwata's creed (which IGN quoted in giving WoG its award for most innovative design) that it is not the big budget, but the big idea that will make the Wii flourish. IGN sees the Wii as a unique platform that, moreso than PS3, 360, or PC, encourages looking at games as a new means of expression, allowing developers to create new experiences for players, to generate new feelings. For IGN to push that vision onto the industry and to reward those developers that they think can make it happen is not "passive-aggressive"; it is, in fact, the most meaningful thing that any critic can ever do.
For more thoughts, I highly recommend Chuck Klosterman's column in Esquire about the state of video game criticism (http://www.esquire.com/features/ESQ0706KLOSTER_66). Money quote:
"And that, ultimately, is why the absence of video-game criticism is a problem. If nobody ever thinks about these games in a manner that's human and metaphorical and contextual, they'll all become strictly commodities, and then they'll all become boring. They'll only be games. And since we've already agreed that video games are the new rock music, we'd be facing a rather depressing scenario: This generation's single most meaningful artistic idiom will be--ultimately--meaningless."