I think it's possible to have a system where lesser-known products can pay to get reviewed, and have the review still be unbiased and truthful. The probably is that it's impossible to know where that stops and "pay 1x to get reviewed, pay 2x for a good review" begins, and I think the vast majority of people would be immediately distrustful of any system where I can pay for my brand new, single-customer startup to get reviewed by a giant like Gartner.