I've worked for three publications that had much higher integrity than the majority of sites. All folded. The reason? Gamers say they want real reporting, and real honest information but they really don't. They just want free information and easy access to it that can be done in short word counts so it doesn't take too much of their time.
The ones who loved what we did at those places really loved it and stuck around. But they were few and far between. Flash, expensive looking web sites, and being first means far more than anything else in "videogame journalism". You either embrace that or you're dead.
Web sites don't want the guys with integrity. They want people who work fast and don't rock the boat too much.