i didn't read it as lame or condescending at all. he offered to pick up the cost for the subs, so nobody would be out the money while they were being tested.
craig could always purchase the products "anonymously" but you have to respect him being open about the buy and the test.
ricci has no horse in the race and will simply report what he finds.
he has done enough such measurements and reporting that folks will know that their product will get a fair shake.
your amp and eq are going to knock the snot out of his, so why not give it a go?