Interesting article about a web marketing company paying for online reviews. I think this is inevitable – but also polluting. The great thing about consumer conversations on the web is honesty – but in this as in all human endeavour, there will be shills and dis-honesty. I guess with obvious disclosure it is OK, but I still don’t like it.
Also, being a long-time newsgroup and forum junkie, these paid reviews might help with search engine results (which is a good thing) they are transparently obvious to those engaged in the online conversations.