In other words, these game-junkie reviewers get to trade advertising (a high rating and prominent featuring) for the game to get a pre-release copy?
Honestly, I don't blame only Eidos if this is true - I would also put a huge amount of blame on game review sites and magazines that accept these pre-release copies. After all, if they are willing to GUARANTEE a 90+ score, are they really giving you a fair and unbiased review of this (or any other) game?