I have been reading them since years. All this has been pretty clear to me when I see a guy who could not afford a basic three hand Lange, traveling now with a Dufour in his arm.
I am happy for him since he loves watches indeed imo, but it does make me realize that he is not doing independent watch journalism.
Anyway, I still think what they did with VC will open eyes in the watch industry, and will contribute to the sales' model shift, so overall I think noone will bother about the independence of their work.
And just to be complete about ethics, I personally have huge doubts on the independence of watch auctions, where specific watch houses break records for no reason, after specific points in time. The most obvious one of them started breaking records from a specific point in time, so something was decided there.
Just look at Heuers with Mr Biver at the helm. They are auction darlings now from being in the dumps till a few months ago. So much for independence and free market forces.
All the best,
Alex