I still can't belive Fallout 3 won awards for it's writing.
Gaming companies have too much control over the media that's the biggest problem. Piss them off and you won't get exclusives, they won't send their review copies in time (or they might stop sending them completely), they might pull their ads from your site/magazine which are main source of funding for many. Because they can, there's so many other sites/magazines they can "sell" their exlusives to, have their ads on. Not to mention all the paid trips to different locations to preview/review the game. Is the effect huge? It wouldn't be if gamers/media wouldn't consider games that get less than a 8.5/9 as some sort of inferior product. Games that get scores starting with 7 are pretty much doomed (in sales) unless pre-orders were great.