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Blogs as an embedded marketing mechanism? That's what's started up, according to PR Opinions:

"The bloggers will get $800 a month to mention Marqui with a link once a week in their blogs and post its emblem on a page. They'll get an additional $50 per qualified sales lead they send to Marqui....But transparency and integrity are the order of the day, King said. Information about Marqui's "Blogosphere Program" is posted on its corporate Web site, and bloggers are urged -- but not required -- to disclose the relationship."

You can see the details on the Marqui site. PR Opinions is worried as to whether the advertising will be up front or not; I rather suspect that Marqui hopes it will be like the Coke can that the TV character "just happens" to be drinking from. Looks like blog reading just got more complicated :)