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Summary: game developer gives out a handful of keys to game review sites. Many game review sites are selling the keys to game "resellers".

I guess steam could fix this by having accounts tagged as reviewers and allow generation of keys that are permanently locked for use by only reviewer accounts?

Allegedly in the early days press would get special steam accounts that let them download everything from the store free of charge.
So multiple game reviewers are the same person/group asking for multiple keys then selling them.