Any review magazine or website that takes advertising dollars is going to be biased. I wouldn't write them off just because of "pretty cool" vs. "gotta have it". The content of their reviews is still quite good. I think that their review of the Lunas seemed good and quite correct, as I own the Sierra 2s which are voiced very similarly. In fact, I think they are one of the top sites in my opinion on speaker, subwoofer and amplifier/receiver reviews. And data-bass.com for subwoofers. Too many other sites and magazines either have very little substance and mostly talk about the history of the company and paraphrase what the company is using for their materials and their design philosophy. Or on the other end of the spectrum, it becomes almost an exercise in the reviewer trying to impress us with their creative writing abilities that have little relation to reality, like when they describe the sound as "chocolaty".
I do think there are better sites for TVs and Projectors though than Audioholics. For TVs, I really like the depth of
http://www.rtings.com/. For projectors I like the depth of
http://www.projectorreviews.com/ . However, I do think that the later review site is slightly lacking in their understanding of HDR capable projectors. I've read reviews where the reviewer discusses trying to hit 500 and 1,000 nits with a projector for specular highlights on an HDR projector, in light of the fact that Dolby cinemas calibrate peak brightness at just 100 nits for projectors. So I try to look at their measurements to add a little more substance to Sound and Vision's review of projector. I'll stop their so that I don't veer too far off topic.