Bloggers are just MetaMarketing now. http://www.sitepoint.com/blogs/2006/01/09/building-a-forum-with-bribes/ proves it : bloggers are not real people at all.
That hardly proves that all bloggers are fake. Nor does it mean this practice is localized to blogs.
I thought that article was talking about forums, not blogs.
a related practice is satirised here (also some nice descriptions from people who interviewed for jobs on the news page):
http://www.penny-arcade.com/comic/2006/02/10 http://www.penny-arcade.com/2006/02/01 http://www.penny-arcade.com/news/show/21589
But this practice could easily happen on wikis or any other form of public website. At the same time the fact that it does happen clearly doesn't mean that every blogger, forum poster or WikiZens is an online shill. Indeed the companies involved wouldn't make money if they were their only audience.