BioWare - More Glamor than Game?

GamersWithJobs  has an opinion piece up that examines the success of Bioware and their position at the top of the RPG tree, speculating on whether their reputation rests on the quality of their games, or their ability to sell them. The author starts with a disclaimer that he isn't tackling Bioware for their popularity, but for what's really behind it: 

So, with that disclaimer tendered, let me offer the following: I believe Bioware’s games are vastly over-rated.

Here's some of his reasoning:

Bioware’s greatest accomplishment is not the digitized code that is pressed into millions of DVDs, but its astounding ability to capitalize on opportunities for success. While I am not necessarily beguiled by the company’s library of games, I am positively dumbfounded at the savvy of Bioware’s management to nimbly traverse the gaming business landscape. These are not men to be trifled with, and I would never denigrate their accomplishments by implying that some form of lesser-luck was involved. These guys are good at the art of manipulation, managing to paint themselves, their company and their products as paragons of the gaming landscape even if they don’t necessarily deserve it.

For example, Baldur’s Gate and its sequel are good, but were in many ways eclipsed by the Infinity Engine powered games from Black Isle, Planescape: Torment and the Icewind Dale series. Yet, despite a far more impressive track record, it is not Black Isle that survived the sucking whirlpool of Interplay’s bungling to become the crown jewel of Electronic Arts, but Bioware.

Bioware makes you believe in them, be you consumer, critic or executive. They seem unimpeachable, in the company of places like Blizzard for consistently issuing genius into the gaming landscape, and let’s be completely honest here, they are undeniable hit-makers. This is a company that will move product, that will get people through the door with money in hand, but to me Bioware seems better at making you believe their games are top-tier than actually making top-tier games.

 And on their recent games:

I contend that with a lesser brand (and certainly without the Star Wars trappings) Knights of the Old Republic would have been a largely forgettable experience. And, Jade Empire would have been a product praised for making the effort but condemned to a host of average scores instead of being heralded by one IGN reviewer as “one of the greatest action RPG's of all-time” while another IGN reviewer suggested that the first had “underrated” Jade Empire by giving it a 9.9!...

I.. Like Neverwinter Nights before it, Jade Empire seemed to me like a game rife with averageness that was elevated by an admittedly competent story – that’s actually high-praise for gaming narratives – and the boisterous enthusiasm of reviewers who, I assume were playing the same game as I but coming to dramatically different conclusions. Maybe these folks are seeing something I’m not, but every Bioware game since Baldur’s Gate II seems to me like a ghost of an RPG with half-hearted trappings of the genre surrounding worlds of little depth with little choice.

...Mass Effect, like KOTOR, Jade Empire and Neverwinter Nights before, wasn’t a bad game by any means. It was an average game that was elevated by a decent narrative and the funding to add real production value.

Conclusion: 

 I don’t believe there is anything nefarious going on here. I believe that reviews of Bioware games are good faith efforts by professional reviewers, but I also believe that there is a well cultivated sentiment among these professionals and their readers that anything from Bioware is naturally brilliant. Bioware does a good job of not dispelling this myth, putting the effort in the right places to sustain this perception, and even cultivate it, but I think more critical analyses of the games show that there are deep flaws which are too often glossed over.