As an aside, MMO's are a very different beast to single player games when it comes to reviews. Even if someone likes the base expansion, the subsequent patches could very well leave much to be desired. I've also noticed that there's usually a flood of 'best expansion ever' reviews right at launch and then very little after that period. That goes for both positive and negative reviews.

The other elephant in the room is that Square Enix actively bribe certain content creators (by their own admission) with free merchandise and invites to exclusive events which is rather blatantly a mutually beneficial arrangement between both parties to allow for financial gain. In other industries, such shady arrangements would be seen as inauthentic and very dubious.