They are a press outlet with a very strong financial relationship to Nvidia. I did not chose them for this reason though, and I don't view them as shills. They like new tech a lot, and they understand hardware limitations and IQ issues better than the average press outlet or youtuber. I believe their preview Illustrates my point that the press wants to cover this tech in a positive/balanced fashion.
As for the real shills, reddit is already echoing with voices claiming AMD does not support their GPUs. They pop on AMD GPU news threads, the noise is constant, the damage is ramping up. The only question that comes now is whether AMD can counter this by stepping up for their customers. If they don't chose to support FSR4 on RDNA3 then so be it, but at least accelerate feature updates for RDN4.
A few days ago I stumbled on this post from Ancient Gameplays, who is usually very pro-AMD in his coverage: