I do some review writing on the side for some good friends of mine. And I have been asked to write honest reviews and sweetened up reviews.
an honest review can point out whats wrong with a site but not do it in such a way as to piss off the program owners. Think about it, you roast some programs balls on one of their sites, just how inclined are they to give you access to their other sites? You can be honest and tactful.
the sweetening the reviews up a bit can amount to not much more then sales text....
Both methods do quite well from what I understand
spaz