That's kind of the failure of Deepfreeze - GG wanted to prove that their claims about journos held water, but when they provided and standardized their data it's so off-putting and clinical that it's hard to not dismiss as a little creepy.
Now, here’s the point: you could spend the next year meticulously documenting every last store voucher the guy had ever received from gun shops B to Z and still no-one would care, because everyone knows that, even if it was true, it wouldn’t make a blind bit of difference in the grand scheme of things. If you then announced that this was part of a larger campaign for “Clarity in Defense Spending” people would conclude that either a) you were truly clueless or b) you had an axe to grind with this guy that was nothing to do with gun store vouchers.
Anyway, that’s what people mean when they say “It was never about ethics in computer game journalism.”