There are many services cropping up in Japan who pay bloggers to write stuff. For example, Sony would have a "the first 500 people to write a review for this product gets 300 yen
" type thing. Through these "pay to blog" services, many are starting to wonder about the legitimacy of info in blogs. In Japan, people have always had a tendency to rely on the information in blogs as it was a "human" writing their views as opposed to a corporate company flogging their goods.