Of course personal feelings come into reviews, and that's fair. However, there are degrees of personal opinion and I think a good reviewer will try to be a bit objective.
I personally don't care for Splinter Cell, and I'll take Simpsons Road Rage over it any day. But if I were to write reviews of the two games, I'd acknowledge that Splinter Cell is better designed and much more polished and probably more fun for most gamers, so it deserves a better score than Road Rage.
I've actually seen Tommy Tallarico give a game a score of 1/10 (or something in that range) just because he thought the guy he co-reviews with liked it too much. That's childish. However, it's also funny to watch, so if you want to see someone really opinionated talk about games, Tommy is your man. I just find that I disagree with his opinions so much that I get mad every time I watch Electronic Playground, so I choose not to watch it much anymore.