It became pretty clear to me when I checked their BC area on their gear page and nothing from Zeagle, DSS, Oxycheq, etc showed up that they were a shill magazine.
I don't have the magazine you are referencing and even so I doubt you will see DSS and Oxycheq BP/Ws. Also, I couldn't find a bad review of any product they "tested".
Just an observation, but would it seem to be a reasonable idea to have a firm foundation, such as first hand reading, upon which to make strong statements? The Sport Diver issue in question is really no different from other 'Buyers Guide' magazine issues you might see for vehicles (automobiles, motorcycles), other recreational pursuits (climbing, skiing), computers, etc. At times, some magazines do publish evaluations, or comparisons, or field tests of gear. But, generally, scuba Buyers Guides are not rigorous, analytical studies. Sport Diver makes no claim to be the Consumer Reports of dive gear, the word 'review' really wasn't prominently featured in the magazine issue (and, certainly, the word 'comparison' wasn't), and there didn't seem to be any statements in the issue suggesting they (Sport Diver ediors) 'tested' anything. In fact, some of the editorial content, such as the 'Why to Buy' article, was probably reasonably informative for newer divers looking at gear - not brands, necessarily, but some general features and considerations. The cover made it clear the contents were focused on 'New Products', and the primary criticism that can be leveled is the use of the 'Best Gear Now' statement on the front. Is it really a 'shill' magazine just because it didn't include DSS or Oxycheq gear? Is is a 'shill magazine' because it didn't reference any Salvo lights, or Agir-Brokk wings, or Diving Concepts drysuits, or Golen Gear? Not really. It was an issue oriented to promotion of gear sales! And the manufacturers who wanted visibility for their new or improved products probably ponied up advertising dollars, and probably the text that goes along with the product description. Maybe, they even provided some of the products to try out (although I wonder if Rolex provided the editors with a $29K watch). So, yes, it could be viewed as 'blatant advertising'. The electronic 'pages' of SB are filled with strong opinions about gear - quality, safety, functionality, price-perfomance value, even whether the gear is necessary to begin with - most of which (mine included) are substantiated primarily by anecdotal experience. So, when I see the annual Buyers Guide issue of Sport Diver, I take much of the hype with a grain of salt.