Bioshock was an amazing game, but I'm not interested in the new one. The original's story wasn't really conducive to a sequel.

It's not something to really blame the dev for, it's more to do with the websites/magazines than anything else. They'll offer any number of things (mainly free ad-space) to get an exclusive (read: embargo), and a dev would be foolish not to accept it.

A dev gives an exclusive -> publication gets a spike in readers -> some readers may become publication's customers.

I don't like it either, but there is a reason IGN has their review out and is also running a full page ME2 ad.