The service is a marketplace for advertisers to pay bloggers to write about products for a fee. Commenters to our original post wee polarized into those violently for and those againt the product. The key area of controversy is the fact that advertisers can mandate that posts be positive on the product, and disclosure of payment is optional for the blogger.
If you want to pay people to write about stuff... I guess that's fine. But to not disclose it -or- require positive reviews in exchange for money is pretty reprehensible. (You listening, Armstrong Williams?)