Paying for Reviews….is that fair?

I have just realised that 'Six Moons' now has an official policy of demanding that any manufacturer who wants a review has to buy advertising space....In advance. The stated reason is that Six Moons wants the money. It expects to be paid for what it does.  Is that pretty blatant? Or a simple admission that such a policy is the only viable course for a web-based 'magazine' ?  Could you trust reviews known to have been (in effect) 'bought'?

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