I think the fact that there are so many re-writes makes it clear that sites only want to focus on the same top series/titles. "Oh, everyone is excited about the new Call of Booty: Black Cops? We better have an article about it too, quick grab content from another site."
The best content I think, comes from the sites/magazines that focus in on a specific area of games rather than trying to be a generic video game news page and end up only covering the best sellers. PC Gaming World was my favorite before it died. It might have not had the biggest audience, but the articles and reviews were able to cover lesser known titles as well as the big sellers because they only focused on one system.