A lot of small brands can't afford the exposure, but they instead offer to give product in return for exposure. Here on WatchProSite, we don't allow our moderators to take any gifts, discounts, etc. for exposure. And technically our moderators are supposed to report any gift they receive over the value of $200 USD. I was thankfully able to keep my noise canceling headphones that a watch brand once gifted journalists! But I already had a pair so it went to another watch fanatic.