My understanding is the equipment is loaned to the magazine, reviewed (free advertising), and then returned. I have read reviews where the reviewer made the choice to purchase the product from the manufacturer if s/he was thrilled with the product. I guess it's a win-win situation here. I, as a potential customer, get the opportunity to get a peek at a product, read another person's take about the product and then decide on whether I want to purchase. The manufacturer gets free advertising for the product. The magazine gets their cut from prescriptions and advertising. We all are better informed and enjoy the articles and pictures of the gear we are interested in learning more about. I have subscriptions to three audio magazines and read them from cover to cover. I know this sounds crazy - but I look forward to my audio magazines! I love movies and music and the equipment available to enhance my viewing and listening experience.