Indeed any media site will have influences potenially from advertisers. But one needs to look at the ads on the site.
However when I look at most of tech review sites the ads presented are often online retailers & not often promoting say in terms of VR a specific headset & often contrary to folk's beleif ads shown unless your using private browser settings are based on your searches & sites you have visited.
Myself I understand this and if i truly wsnted unbiased ads based on my Internet browsing habits. I would use Private browser setting or Tor browser.
With CES 2018 the perception of bias for HTC is not accurate imho. As far as I know we only had 2 headsets at CES to review. One that is pushing the boundaries (pimax) and is still in heavy development phase; so kinks are to be expected.
The other based on existing tech that works & all are using this basic vr headset design (HTC). It is understandable as you have said that this headset should have a more favourable review as its nothing actually new just a minor bump where there for the most part only 3 real improvements over its first commercial release. Updated screens to match Samsung Oddyssy, New Valve tracking & dual front camera. If anything i think the msmr headsets & the upcoming lgsteamvr headset forced htc to rush out to release a headset to stay relevant.
The msmr headsets while not great in many aspects it does have one key advantage over other headsets & that is the easier setup & portability.
The real truth Pmax with their 3 headsets have no current competition save 2 headsets that have no steam or oculus compatibility and only abailable for commercial use. StarVR & HeroVR both only 5k. So in reality still no competition to pimax & pimax is also built to use expandable modules out of the box.