Any professional development company that signs a contract like the one Obsidian signed knows exactly what they're getting into. That doesn't make the awards/scores/critics scene any less of a steaming pile of parasitic revenue generation. It's relevant to whatever extent consumers choose to be led around by the nose while people make a buck off their innate monkey sense of curiosity about what the neighbors think.
The gaming press adds nothing to the games themselves, they're just shills. That Bethesda (or ZeniMax) inserted that clause in the contract reflects the nature of that beast very clearly. It was a bonus based on the speed of the hype train. Obsidian had to know what it meant. "If you would like to have this extra stack of cash, you will be required to leverage your brand and engage in parallel marketing of our IP to buy exposure for us in the reviewing press."
"Get out and push, and we might give you a lolipop."
It was a rigged gamble for Obsidian, but a win for Bethesda regardless of what Obsidian ultimately chose to do with it.