Karl Long has a really nice round up of the Walmart/Edelman debacle here:
So here is my plea to companies, brands, agencies, and anyone else willing to listen. Please stop "faking" blogs. Or worse yet, concealing information that might be critical for us silly little consumers to know about. It never ends well. You will be found out. As I've stated in the past, in my previous life we pleaded with HP not to launch their "I love my HP TV" blog years ago. And this was before I even started blogging myself. That effort was short lived, because it was obvious that marketers were behind it vs. real people.
So maybe these latest attempts are not as obvious. It doesn't matter. If you are rigging a blog/marketing effort even in the slightest way, you will be found out.