From the business's perspective, there is a difference between paying for exposure, and paying for praise.
Review articles so gifted are investments, not for praise, but for exposure. I can understand that.
Exposure is relatively cheap; you send review copies to a critic with an appropriate audience, they get reviewed, you get exposure (good or bad, it matters not as long as people are talking about your game during that tiny window it has to draw attention).
Blind Praise, or corruption, requires having hard leverage over the critic.
Such control occurs from effective buyouts, usually through ad-revenue control.
From the critic's perspective, gifts that are necessary for them to provide exposure alone don't ensure they give more praise.
I can say that because unless the critic is easily pliable to the point of idiocy, providing the opportunity for exposure alone isn't enough.
Any game critic without brain damage will understand how exposure benefits -THEM- even without bribes or other leverage hanging over them because it's how they make money and/or attain relevance.
(and why the advertising game is so important. Don't EVER trust a critic whose site is wallpapered with ads of the games they review. I don't care what the critic says, NOBODY is that impartial, not when it threatens their livelihood, and definitely not in an age where AAA publishers are increasingly willing to do anything to stem further loss in what has been a long period of decay for most of the them.)
In other words:
Critics are beholden to Sony, yes, but only to provide exposure for PS4 games. Not praise, just exposure.
More relevantly, to provide more immediate expose, since in doing this Sony ensures that many critics will actually have the system available to them. Timing is important, especially during a system's launch, and ESPECIALLY during the Holiday Season.
Ultimately, how a reviewer taints their expectations as a result of any sort of gift is entirely up to him/her.
It's up to their ability to discern when it's fair to sign that Non-Disclosure Agreement for exclusive additional coverage or accept anything either a token of good faith or a bribe for compliance, or to even turn down lucrative ad-revenue that would create a conflict of interest.
You know, their "professionalism". It varies.
And that's why gamers are right to question and occasionally challenge critics on these grounds (yes, that includes you too Jim).
Not out of contempt, but to keep them honest. Which is especially important in an increasingly dishonest business.
I don't blame gamers for questioning this event; and I'm certainly glad that Jim provided good reasons in response to this challenge, because to do otherwise is to encourage the kind of silent complacency that allows corruption to germinate and spread.