If you read reviews very carefully, you will begin to hear the difference in tone between the praise for a favored gun and a flat, factual review of an unfavored one. For example, if you read Jeff Quinn's review of the KelTec Sub-2000, you will see that he says it works OK, but he doesn't really see the point. He starts off by saying he didn't get around to shooting it for a while because it didn't interest him.
Chuck Hawks at Guns & Ammo blasts "Eurotrash" styling. Hardly a favorable comment.
There is a guy who reviews boat designs for a boating magazine who revealed that when his review contains a long anecdote about what someone did somewhere, it means he didn't like the boat. Reviewers in all sports have to figure a way to get to the bottom of the column without saying an advertisers product is crap, preferably without actually lying.