I think it's standard that a lot of e-retail sites want to adopt. If you're confident that your product will be well reviewed, it becomes a great tool that helps move product as Dann mentioned.
I'm pretty sure Oakley knows they really can't compete with fan sites, though it is a little curious they added a review option in conjuction with the Sub Zero/original SJ/etc. pages. Makes you go "hmmm...". Still I think their idea is just to more more sales rather than take over what the OR has done.
As for me, I'll only put reviews here. I went through the oakley.com reviews yesterday, and I found it to be a pain. You'd have to go through each colourway to see the different reviews. Personally I like how we do reviews for a model instead of colourways. Plus, this is a fansite. You just won't have the same culture on an e-commerce site.
Long live the OR.