It's all about moving units.

I had heard a brief tidbit about this on NPR but it looks like the Federal Trade Commission are forcing disclosures when bloggers review something they got for free. Not a super big deal but you can understand how some people would flip...

Beginning today, bloggers, Twitterers, and others who write online reviews or endorse products using new media must disclose it when they receive free merchandise or payment for writing about an item. The guidelines update the FTC’s 1980 guide addressing the use of testimonials in advertising, remapping marketing rules for the digital realm, where it’s hard to know if the exclamatory musings of fashion hounds and best-disposable-diaper posts by suburban moms are inspired by a great product or a free product.

Full article...boston [dot] com