[js2]

I don't think that's fair. Wirecutter/Sweethome is quite well researched and what is recommended they review directly.

[yellow_postit]

It's also marketing to ensure your product is included in their reviews.

[rhizome]

Yes, I like them too, but I'm not sure anybody else had really executed on that model before them, and at any rate they are the strategy to be copied nowadays.