Techcrunch on PayPerPost

I was reading techcrunch today, just like every other day, and came across a very interesting story on Payperpost. Payperpost is a service that allows bloggers to write about products/services and generate some extra cash from the blog. Techcrunch, who routinely cover the happenings in web2.0, had a very negative view on this whole thing. I am not so sure if Payperpost is that bad. I mean sure they pay people to write things about products/services as opposed to bloggers writing about them personally; but isn’t that what the whole advertising thing really is about. Do you think some of the actors in the commercials really use those products or are they merely being paid to promote them? I guess the one difference is that when you see a commercial; you know its a commercial; as opposed to a blog post. Check out blog advertising to see for yourself.