Did you ever notice you don't see "lure of the month" for anyone who doesn't advertise with said publication?

I think this boils down to ethics.....of the editor...

What a major disservice to a reader. Tell the truth. Let your readers be informed.

And no I'm not saying this because I want to be in there. Couldn't care less. I find it reprehensible when the editor of either an online journal/blog or a major fishing magazine needs to wipe their chin because they just gave a nice wet one to one of their advertisers...which is typically an under the table tackle business?

These guys wouldn't be in business if they had to do it legit like anyone else.

If the shoe fits wear it.