Questionable as it may be, as many other posters have pointed out it is common place. It's all part of good marketing. Take, for example, the charts in game stores. Are these charts worked out on the best game? The one the gamers want the most? No, of course not. Companies just pay for them. If you can't pay as much money as the other guy, you get chart position number 2. That is, providing someone doesn't come along before release day and pay more than you. Take a look next time you're in a gamestation or GAME store, the titles by EA and other large development companies are ALWAYS in the top slots for weeks.
All this is saying is 'if you have a good review for our game and dont mind slapping it all over the cover (free advertising), go for it!'. It's just a way to build up hype. If a magazine is willing to actually rate the game high just to get an exclusive story, that makes the magazine a sellout, not the company. All Eidos are doing in this situation is preventing bad press from destroying the game before it's even launched, which is a pretty standard tactic in the business.
They have had shady dealings in the past but this and the Kotaku feature about it are making a mountain out of a molehill shared by every game studio.
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