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Because they are normally people who run the mayor bogs/fan sites and gw will send out review copies to them or they run retail shops and are opening the review copies . The blogger thing is new but gw have a long history of sending out pre release stuff to shops .

Yeah I can remember when fantasy 5th edition came out our store got a empty box to display and a hand full of bretonians and lizard men to paint up .this was a month before release and before the wd was out .