Lloyd has affiliate links, but he does seem to provide value for money to his subscribers by engaging in serious testing.
The problem for readers of Lloyd is that he has his own shooting preoccupations - like Michael, here. So if Lloyd says a lens is high quality you can believe him. If If he talks about AF, forget it, he doesn't assess AF like an action or street shooter - you want to know about AF you need to read Rob Galbraith. To a certain extent, magazine reviews were more encyclopedic than blogs, because they worked to exact scripts.
But then, you wouldn't ask a violinist to review a piano, would you?
Edmund
You are saying that he is lying? Surely you're not saying the 1DIV is it, are you? Or maybe a better DSLR has yet to come out. From what I've seen, he'll be the first to acknowledge it when it happens.