Is io9 getting sponsored by Pacific Rim some how? They have had an inordinate amount of posts for that movie in the past 2 weeks or so and I can't seem to come up with a good reason why.

I guess this is based on my opinion that the movie looks terrible, but is the coverage justified? I know it's Sci-Fi, but it seems like a terrible, run of the mill bad sci-fi flick. It just seems like they are trying to discreetly promote the movie to me.