They care about good games and the advancement of the art. They want to see better games and they see their criticisms as a way to improve the industry. Obviously, we need more old pros and fewer beginners. The central problem here is money. The magazines cannot afford to pay their reviewers enough money to motivate them to take their work seriously.
Most reasonable people move on to other endeavors after a few reviews.
We need to do something about this. This is a mismatch. If you view reviews as a subset of marketing, then surely the reviews would merit a lot more money than that. Of course, this thinking runs afoul of the reviewer's need to maintain editorial integrity. I suggest that, if we act as a community rather than a set of individual business interests, we might be able to solve this problem.