The funding model is extremely sus. I used to trust them but your criticisms are right on, and their 'the best x' lists have a curious tendency to prioritize brands that already have high ad spend, rather than surface little known indie choices.
The possible saving grace of their funding model is that, even if the manufacturer itself doesn't have an affiliate program, they can probably still get some sort of affiliate link through Amazon or Wal-Mart.
That said, there's just no amount of "not actually sketchy" that will prevent this sort of revenue model from seeming sketchy. Hard not to wonder if there are small Internet-only companies that only sell direct-to-consumer who are being shut out of independent reviews, or are feeling pressure to give them a cut in order to avoid being cut out.
