That's what makes people despise affiliate marketing, and have a visceral negative reaction to it. It's not about "hey, I really love _________, please take a look at them because I know you'll love them too," it's about "hey ______ offers an affiliate link so I'll throw them up on this site and try to pump as much traffic there as I can."
Though I think websites like Site Builder Report and The Wirecutter can retain their integrity. I get emails every week from people who've found Site Builder Report helpful (https://www.sitebuilderreport.com/p/testimonials).
It wouldn't look great to have affiliate links only for highly-rated products— that would signal to readers that I only give good reviews to products with an affiliate program. (Which is certainly not true— websitebuilder.com pays twice as much as any affiliate program and I'm very critical of them: https://www.sitebuilderreport.com/website-builders/review/we...)