This is the trend I hope we will see eventually. Companies have to rethink advertising not as the need for buying endorsements or space in which they get a certain degree of controll over the message, but to open the idea of advertising to risk- such as in paying someone to write an honest review of a product for better or worse.

Blogs are meant to be honest comentary- keep them that way and make the companies open their doors to the chaos of voices of the internet. If the company has a good product then they have nothing to fear. There are unlimited ways that a company can let people chime in about them.

If you, Danny, wrote a paid review on occasion, stated at the beginning that it was a paid gig, and then hated or loved the company/product- I would have absolutely no issue with trust at all.