The best way to figure out what works and what is malarkey is to find the most cynical killers around.
If the guy or gal buys something and then goes out and kills a pile of critters...it works. Their skeptical cynicism makes them impervious to marketing hooey and dead animals equal results.
That said, not everyone who gets a pro-deal, pro-staff, blogs, or writes a product review (disclaimer, I've done all of that) is drinking the company Kool-Aid but it takes some time to sort out the who does what to who in that business. I had one company drop me from their list because I slammed their product (which was OK by me...and them). The outdoor business is like any other consumer industry- full of marketing hype, BS, fads, liars, and hucksters. Caveat Emptor applies.
That said....
You have to consider what you're asking... sometimes I think folks expect other folks to sort out value judgments. for them. Words like "best" or "most effective" are situational. Consider a request for the "Best bullet", I could give you a half dozen names that I killed a critter with, at least half folks won't describe as "best"..heck I killed a whitetail with surplus Soviet ammo in an SKS once and it was clearly complete crap, but it worked in that particular situation.
THe archery industry is perhaps the worst for pure gimmickry. You have a thousand manufacturers all making pretty much the same thing- the only thing that widely separates them is the quality of their marketing department. I couldn't sort out "best" in a month of Sundays.