Gaming and mens mags

One of the interesting things to come out of my blog about Microsoft's 360 showcase event, X05 - which I have actually now been invited to, expect a post next week about Gamesblog's lack of attendance at the Suntan Expo in Australia - was that games reviews in lads/mens mags are "bought" or influenced. So what do you think about the games reviews in Maxim, Loaded, FHM etc? A writer from one of the mags - Goonerboy - was keen to stress their independence when he posted. "I've been doing the games page on the magazine for seven years now, and have had my share of roastings from PRs and indeed readers for bad/unfair/unbalanced reviews. But I'll argue till the cows come home with anyone who has breath in their body about how the mag's reviews are fair and unbiased. So ball's in your court, posters. I'm intrigued, you tell me why you think men's mag's reviews are bought and paid for... ". You heard the man.