While I believe they have good intentions, I don't really see a "problem" that they're trying to solve and I fear for how this set-up can be abused down the line ...
More and more people are evaluating all media source (including bloggers) and determining if they have any biases before we trust any information they put out; and (for the most part) these bloggers have to have some credibility with us before we will trust any recomendations they make. For the most part, when someone reads something from a blogger who has an obvious bias they either accept it (if they share the same bias) or they treat it in a similar fashion to an advertizement. I personally haven't seen anyone who has bought anything where there was any evidence that they were "tricked" into buying the product by a blogger who was in the pocket of a company.
With that said, most bloggers comment on things that they have a conflict of interest in because they have special knowledge and opinions about those things. It doesn't matter if you're talking about political or commercial blogs, this has the potential to be used as a weapon by large companies and massive political parties to silence people with limited resource who disagree with the worldview they want to create.
Apple developer who wants to praise a new iMac? Not going to happen, Microsoft will just complain to the FTC ...
Environmental scientist working for a company who is contracted by the oil companies wanting to clarify some misconceptions about how "Unenvironmental" oil companies are? Nope, not going to happen, Greenpeace will just complain to the FTC ...
