The 1-10 scale is annoying. Reviewers praise the game like crazy and yet somehow it doesn't get a perfect score. I'd much rather hear what they think of the game rather than ratings. If you want to have ratings, why not just have it be something like Great, Average, or Poor?
Because numbers, when it comes to reviews, require the absolute lowest amount of thought to process but are still almost entirely subjective to the individual viewing them at the time.
Example Game has good gameplay and a fun story, offering a dozen hours of enjoyable content, with only a handful of bugs rearing their ugly heads 7/10
That fake closing comment blurb is perfect for most sites because it doesn't actually mean anything but whoever views it will have a part of their brain firing to fit in to pre-existing conditions they've already set.
Do they hate the game? Review is biased - need to comment and point it out.
Do they dislike the game? Review is reasonable - need to comment and say they agree
Are they neutral to the game or have never heard of it? Read the review and maybe comment
Do they like the game? Review is reasonable - need to comment say they agree
Do they love the game? Review is biased - need to comment and point it out.
4 of the 5 scenarios here result in people spending longer on their page and actively commenting on the page so their own already-formed-before-reading opinion can be heard, which in turn might get them to share the page on twitter or Facebook and bring in more people who will view it and comment on it. It's much easier to be shitty or be praising when you don't have to think about why you're being either of those things.
TotalBiscuit announces he was almost denied a review copy of Shadows of Mordor because the PR firm handling it said they would only supply review copies to sites that allowed paid site-branded-advertising for their game.
http://www.gamerheadlines.com/2014/09/shadow-of-mordor-review-totalbiscuit/
I love tone deaf people.
Edit: the above is terse and I don't hate advertising or advertisements, all of which have their place. But who would trust a review like:
"Consumer Reports reviews the new LG Dishwasher, is it squeaky clean or does it leave a nasty tasty in our month? Review sponsored by Maytag."