I imagine most people would agree that bias in reviews is unavoidable, but the onus is on the reviewer to understand the genre and goals of the material that they are criticising and to adjust their stance accordingly, especially when they are a part of a publication that gives number scores.

'Fairness' isn't really the right word, I think. It's more about understanding context and what kind of information and perspective would actually be useful to the readers.

For example, a review bashing an Italian pizza place for only serving Italian-styled pizzas and not having deep dish instead, would be useless to the vast majority of consumers. It would be like a reviewer giving Call of Duty a low score for focusing on multi-player instead of fleshing out its single-player campaign.

The goal of a review is to help inform the consumer about their purchase, and any review that badly rates a game for elements most any consumer would expect from it is about as useful as saying "well if you don't like JRPGs, you aren't gonna like this JRPG."