And there's no active resistance to this. I wonder where is the line, and I don't believe there is one.
And don't even get me started on gaming Influencers, journalists, and their roles in this mess. Many of them have become mouthpieces for these publishers. In order for these marketing schemes to work, you would have to sell it to the public, and many of them have through using streamers, YouTubers, and gaming journos.
In return, they get exclusive access, demos, freebies and other perks that comes with it. It's a win-win for them while we as consumers, gamers, etc lose.
Even when there is resistance, it can only last for so long. And they know that. You look at the outrage certain brands have faced in various industries and the way things play out; typically they give some blanket apology, or give none at all, and wait for the outrage to subside. Gaming has plenty examples of this. Just looking at sports gaming, I can think of the outrage after the NBA 2K introduced the park (a mode that essentially gave you the privilege of watching other people play the game instead of getting to play yourself). They ignored the outrage and now it's a staple of their marquee mode. Currently Madden is dealing with an absolute worst case scenario; an issue with their servers corrupted the franchise mode saves of a majority of players. Saves that are now lost completely. And you know what? Madden will be fine. Because people have convinced themselves that they cannot live without the yearly purchase of that game; the brand has ingrained itself into their minds and lives.
This sounds incredibly pessimistic but, it feels like it's almost too late to fight back against a system that has been absolutely perfected in regards to marketing and distribution of goods. The numbers needed to cause real impactful changes are just so unlikely to come together cohesively. Sales and marketing executives have this down to a science and every year there are more and more new consumers for them to exploit. And the thing that sucks the most for them, these new young consumers, is that this world is all they will ever know.
Marketing is an amazingly effective tool. Content creators, journalists etc. all play a role in modern marketing strategy. It's no surprise that so many of them only speak positively because frankly you're not going to bite the hand that is feeding you no matter what you true feelings may be.