Their win was realizing that I don't give a shit about reading about the latest tech news on new product X. I just need an in-depth review for each product category that is done by an expert, exposes the best products I can get for each part of the tradeoff spectrum, and is kept up to date as time passes by. That's all I need. So many times I've done my own research for days and came up with the same 2-3 results that they have, so I don't even bother anymore. I'll be very sad if The Wirecutter dies.
The pleasure of the wirecutter is that the decisions are made. I look for their top choice of wifi routers, then I read about why. In the off chance I disagree, I read the other entries. It explains by what aspects each other product is better or worse than their pick. Perhaps I want a cheaper one? A specific brand? More range? Done in under ten minutes.
I realize everyone is different, but what I love about the Wirecutter is that I don't want to waste my free time reading expert product reviews and comparing specs, and CR encourages exactly that. Any minor benefit from having that information exposed really gets drowned out by my frustration.
Only if the item is sold by Amazon (or a competitor with commission), otherwise the item won't be reviewed or discussed at all.
http://m.thewirecutter.com/reviews/the-best-windows-ultraboo...
http://m.thewirecutter.com/reviews/which-macbook-should-i-bu...
Then 6 months from now after I've reviewed dozens of different laptops for the same amount of bullshit time, do it again with the old reviews... rinse, repeat. No day to day needed... just go over it once for a few hours, make some bullshit recommendation, then call it a day. Bullshit.
I have seen products which are not superior quality but are ranked as #1. Generally best are third or below ranked products.