I think questioning Steve Huff's integrity is a bit strong and I don't think he is biased in any way. Indeed, he seems equally lavish with his praise for everything. This may not be too helpful for beginners who discover his site and hang on every word of his pearly wisdom, and that's where an issue of unintentional deception might arise.
I think it's never unintentional, all the stuff he publishes has one goal – make the readers buy the gear he "reviews". That's the only reason manufacturers bother giving him all those toys to play with, he's just basically a salesman working for them, getting some commission/percentage in return, either through ads or referral links. The moment he stops raving about every single piece of gear he's sent and starts actually reviewing it without any bias – the packages will stop arriving, the traffic will drop dramatically and he'll have to actually start selling his images for the living (made with such "wonderful gear", they can't be bad, can they?) which might prove hard so can't let that happen, gotta keep "reviewing".
And there are LOADS of people out there actually believing that buying a full-frame camera will get them "to the whole new level", will "improve their photography", "let them shoot stuff that they aren't able to shoot with their lousy crop cameras" and so on – it's not just "beginners" that get deceived... The brainwashing machine works hard and people like Huff are the gears of that machine, spreading the "word" through their "reviews", putting readers into the constant state of gear lust.
Ken Rockwell is a different beast though, he's probably way more known than Huff and his site ranks very well with the search engines yet gear manufacturers don't seem to be so eager sending him any toys to "review".
He might call a camera like RX1 a very expensive one-trick pony with no decent grip, no viewfinder and crazily overpriced accessories that he'd pass and wouldn't waste money on unless you're a millionaire or something.. and how pleased would Sony be after a verdict like this? :smile: Rockwell writes a lot of nonsense as well, but he's also got some very reasonable articles on his site so the nonsense, at least some of it, is probably there intentionally, to create a "character" which leads to more traffic in the end.