I was thinking about (and leaning against) writing more on the whole FM/”people ready” thing, but then, thankfully, Scott Rosenberg said everything I would have said. Nut graf:
FM refers to the technique as a “conversational marketing campaign”; the approach is really the Web equivalent of a magazine advertorial. Advertorials — including advertorials that involve a publication’s editorial staff — have been around a long time, and while they can be abused, they are hardly cause for deep moral indignation, as long as they are clearly labeled (FM’s is) and not trying to confuse readers.
The fact that no one saw this coming is what’s strangest to me. Anyway, go read Scott’s piece.
Ed Bott (@ wordpress.com) 
I don’t think there is anything right about this practice. If I know who takes money for posting “opinions” I deem their writings or statements to lack value. It is a reprehensible development and as far as I am concerned it makes me likely to discount and perhaps ignore everything I read from A-list bloggers. It is a case of bad apples tainting the whole barrel.
Ed I think that you and the few other good A-listers need to slap your compatriots upside the head, hard and often.
As has been said so many times before, “Fool me once shame on you, fool me twice…”
Scott’s quote makes me NOT want to read him:
“and while they can be abused, they are hardly cause for deep moral indignation, as long as they are clearly labeled (FM’s is) and not trying to confuse readers.”
As Richard says, it’s not right….
I read you Ed because I know your ethical standards. I look carefully before reading someone.