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.