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If you do a search there is a thread that addressed this topic very well. The majority of celeb sites operate as "review sites" which allows them fair use. In the case of Mr. Skin, if I remember correctly, they creates a significant amount of branding for the studios and their projects that it translates into DVD sales for the studio. Enough in fact that they send review copies to Mr. skin.
I hope I remembered the details of the thread correctly but that's the gist of it.
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