Exactly. If I read a review of an Apple product there, I know I'm going to be reading a positive one, but it's the clear details he goes into, the fact that the

Exactly. If I read a review of an Apple product there, I know I'm going to be reading a positive one, but it's the clear details he goes into, the fact that they're reasonably well-written, and the interesting and relevant observations he makes along the way that I enjoy reading (and that I believe is noticeably lacking in many other sources of writing online, especially relating to technology).