Friendships, money changing hands, favors, gifts etc. that's all normal and expected. Reviews really don't count for much these days, at least I feel (with no data whatsoever) that reviews play a smaller role in consumer purchasing decisions than they used to. The only thing the gaming media has, the only thing they need, is apparent integrity. Jeff Gerstmann talks a lot about how he doesn't get in on Kickstarters, he avoids talking about and reviewing products by especially close developers, and he is open about these concerns. That's the gold standard of behavior as far as I'm concerned.
What's going on with these indie devs and a certain websites is bald-faced corruption/collusion for personal gain. I agree that it is merely an extreme case of what has already been going on for years. But it is extreme and it is deceitful and toxic and their behavior in response has been oppressive I don't want that in the media that covers my hobby.
I believe that in the modern society the right to vote in elections counts for virtually nothing, and the right to spend our money freely counts for everything. Informed consumer choice is the bedrock of a capitalist democracy, and deceitful manipulation of consumer choice should always be sought out and brought to the attention of consumers. Watchdog bodies. For games. It's not a new idea. 4Chan is the only community that is behaving as the watchdog.
OK, my opinions are not cool, but I'm not attacking anyone specifically, just the concepts.
In the end, I don't think it's really any different than EA and whoever basically agreeing to make a review for a game positive in return, probably, for exclusive access to the next thing they do, something. Or money, at its most corrupt.
I think indie devs and journalism websites are doing exactly what semi-professionals do: they sleep with each, make agreements and deals to scratch each others backs and operate as a clique. It's called small business. I work with good ol' boy truckers, big family owned operations going back a couple generations sometimes, and it's the same shit. People collude, they play games, they game the system as much as they're comfortable with, being their own bosses and chasing the almighty buck. Some people know how far they can push it. Some go for broke and eventually get caught with their pants down.
The only real difference to me between indie and corporate doing these things is that corporate has actual laws and rules and shit to dance around. HR. Stockholders. 12 bosses. The national media. Their corruption has higher consequences across several levels of a much wider scope. Indie game devs and websites? Not so much. There'll be PR fallout and their names will acquire a cult-level status of hatred instead of the worship of "the internets." Everyone gets punished according to their potential.
It's funny. In "just plain old journalism", all this stuff has at least been on the rule books for 30 years. So I find this a pretty funny moment for games journalism, having also followed it and partaken in some of it for 20 years now. I've long thought all these goddamn websites, Kotaku, RPS, ect... needed to grow up a little. This whole thing shows why.