Originally posted by Nass I used to think that too... until I actually started getting asked to do reviews. The problem being this - it takes time to give the eq a thorough test, to learn to use the eq, it takes time and thought to write a sensible review, and it takes time to upload it onto websites. These companies benefit from reviews, heck they may even quote them on their literature or website and use any shots you do with it. Yet these same companies quite happily make profit from us by selling us equipment at expensive prices. So I just don't see why this shouldn't be a two way street, and if they expect us to help them out to make them their profit, they can give me something in return!
But I think this is where the trickiness starts, because when you're given something sure it's a natural impulse to be grateful and in return give an overly good review. I think the really excellent reviewer has to remain objective and not let anything influence their review, and be open about being compensated for their time in their review. Beyond that, the review has to speak for itself. People soon twig if it's a paper thin 'just read the mfr specs and rewrote the blurb' "review" (many are, especially online) or a decent review from someone who takes some time to properly learn, use, evaluate and compare the product, giving it some good field use. I have several things currently in this category, all of which I'm currently evaluating. And I've turned away every company that's asked me to review without any compensation, I simply value my time too much and whilst I love companies that make this stuff, I have no illusion about them being anything other than profit-making enterprises at consumer expense.
Firstly, you fail to mention the fact that you review products in order to either be able to sell them or attract readers to your website, magazine, or something similar. You are not doing it for the companies' benefit. They can claim that YOU are benefiting from their products.
Secondly, since you say that companies may use your work to their benefit, then surely we can surmise that this would not be the case if the review is not favourable. When such is the case, the reviewer would not expect to receive any token of gratitude, I imagine. Would this then not be incentive, consciously or subconsciously, for writing a review more favourable than one would have been inclined to write if such considerations did not exist?
Even if the "gifts" were offered unconditionally up front, before the review is written, it can have an effect on future relationship between the reviewer and relevant company. There is a definite potential for skewed objectivity.