Eh. I see what you mean, but I'm more optimistic about GearLab. I think Wirecutter is different for three reasons:

1. Wirecutter has to review everything. GearLab is more limited; they steer clear of non-technical clothing and their tech arm doesn't even really do camera reviews. They obviously know to avoid categories where there are established review sites that most buyers are loyal to. If Wirecutter misses a category, people will complain - that's the curse of being the "everything" site. Rtings has a similar issue.

2. Wirecutter reviewers work for the Times and are unionized; GearLab hires freelancers.

3. The Times is relying on Wirecutter (alongside Games) to prop up their journalism, which is the spiritual core of their business, and the only part that clearly contributes something to society, but struggles to make money on its own. Putting Wirecutter behind the NYT paywall makes people more likely to sign up for a NYT subscription. GearLab isn't paying for any journalists' pensions.

Wirecutter affiliate links make the Times something like $60-70 million per quarter [1].

[1]: https://www.nytimes.com/2026/05/06/business/media/new-york-t...