Exactly!
Let's use three examples involving product reviews of the latest James Bond spy watch.
1 - A product review site which offers 20 affiliate links to various sites visitors can go to and purchase the watch being reviewed. The site owner earns an affiliate fee from all of the sites so he/she does not care which site is used to make the purchase.
2. A product review which offers 1 affiliate link. The site owner likely chose this link because it allows them to earn the highest commission.
3. A product review page which offers the best ?4 links. The site owner shares he searches many sites and provides the best offers for visitors. He compares the affiliate sites and mentions why each link was selected (i.e. fastest shipping, best price, best return policy, etc). He also has an understanding with the seller that if there are any customer service issues then his site will pull the links to the "bad" site. In this case, the site owner is acting as a customer advocate.
If you wanted to buy a product, which page would you find most helpful? A sea of 20 links to random sites offering the products so you can try to figure out the best price and other factors which are important? Or the one link which you assume has a deal with the site owner? Or the last option which seems authentic and the site owner is genuinely helpful?