It was interesting seeing this one person’s strategy when it came to trying to get attention for his review publications. He specifically chose the route of searching for every topic and item that had a lot of attention on it while making sure the review was specifically harsh and negative. This essentially helped him standout from everyone else who would mostly write positive reviews as he became the destination for skeptics as well as people who just want some bad reviews of a product or service.
Usually for people who rely on receiving sponsored funds to review project would never be that harsh because as expected that could jeopardize future opportunities for one to receive other benefits and perks with a company. So in many ways you have to be gutsy to specifically try to point out only the bad stuff about a company’s offerings.
Then again, I suppose you could say the person’s customer isn’t the company here but rather just the public in general who want that alternative viewpoint.