Notice how they all mention Animoji and give the gimmick much more prominence than it otherwise deserves? I bet mentioning it (and some other things) was stipulated by Apple in the review agreement. You really think Apple gives out review units early without requiring certain things be mentioned and shown? Of course, the major news sites are happy to go along with this for the views and their early access privileges.
Animoji was developed for a very specific and deliberate reason, and that reason is not because it’s cool or fun or that they thought people would want it, like it or buy the phone for it, all of which are debatable. It was developed to be a light-hearted distraction from the otherwise creepy notion of facial recognition and having an always-connected device that can recognise anyone who’s looking at it. Apple had to find a use for it other than its facial recognition and tracking capabilities to sell the technology.
Apple are masters of marketing, image manipulation and control.