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The free books already compromise their objectivity to some extent, in that they would be concerned that if they annoyed a publisher too much by pointing out the flaws in the books, the supply of free books would stop. Would anyone want me to review their books? But I don't think the value of a few books, especially when the odds are that most of them are books the reviewer wouldn't have bought anyway, can do nearly as much damage as cash payments.
It's also concerning that the cash goes to the reviewer's boss. While the reviewer might be able to remain objective in the face of bribery, is the same true of the publisher? "Fred, that guy is a big advertiser. I know his book/movie/game sucks, but please, just find something good to say about it" happens already. It's a small step from there to "Fred, that guy paid for this review. Make it a positive one."
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