Forbes tells advertisers, "wanna buy a blog?" Is this a good idea?

Forbes announced last week they are selling Forbes-sponsored blogs to advertisers.  With an global online circulation of 18 million and roughly 6 million visitors each month, this shows a coming of age for blogs and social media.
Forbes is calling the product, AdVoice, not a very blog or social media friendly name in my opinion.  According to Ad Age, Forbes wants to give advocacy groups or corporations such as Ford or Pfizer the same voice and same distribution tools as Forbes staffers.
“If an auto manufacturer is in the midst of a new-car launch and has a great story behind the creation of a high-performing engine, they should be able to tell it and to stream into our tech topic flow, or automotive topic flow, as long as it’s clearly labeled,” says Kevin Gentzel, Forbes’ Chief Revenue Officer.
Are magazine sponsored blogs a good idea…for advertisers…for social media…for the 12,800,000 people who blog.    Here are pro’s and con’s.
PRO’S

• BLOGS ARE WIDELY USED FOR BUSINESS BUILDING PURPOSES.  It would be naive to think otherwise.  45% of companies with blogs can prove their blog generates revenue.
• MAGAZINES HAVE ALWAYS ENCOURAGED A DIALOGUE WITH READERS. They begin with “Letters to the Editor.”
• DEPTH OF INFORMATION IS IMPORTANT TO SALES:  They result in a more informed and satisfied consumer, better relationships and accelerate the purchase cycle.
• BLOGS ARE MEASURABLE AND SCALABLE:  They measure traffic, involvment and action and, as new consumer interests surface, new blogs can be created.
• BLOGS GIVE COMPANIES THE OPPORTUNITY TO SHOWCASE THEIR HUMAN VOICE: This is one of Forbes’ intents.  It’s worth pursuing.

CON’S

• BEFORE SPONSORED-BLOGS, THERE WERE ADVERTORIALS: Neither an ad nor editorial and almost always poorly written, even the names sound similar – AdVoice.  AdVertorial.
• BLOGS REQUIRE REGULAR PUBLISHING, NOT TOKEN POSTS:  The more you blog, the more people read your blog.  Token “streams” or “tech flows” won’t build an audience.
• TRUST IS GAINED OR LOST THROUGH  A GENUINE EXCHANGE WITH TIMELY RESPONSES: eMarketer says 1) an open dialgoue, 2) quality comments and content and 3) responsiveness of the author are the 3 biggest factors to gaining trust or losing it.
• CONTENT ABOUT CUSTOMERS DRAWS MORE CUSTOMERS THAN CONTENT ABOUT YOUR PRODUCT: 85% of readers search for what others have to say, not what you have to say about your own product.
• BLOGS EXPRESS PEOPLE’S PASSIONS, NOT DISCLAIMERS.  Somehow, the reason for being of a blog loses something for me if it requires caveats or is written to add extra oomph to a purchased ad nearby.

I’m glad Forbes sees the business building value of blogs.  But I question whether a communication channel that relies on genuineness and commitment won’t suffer in commercialization.  I hope Forbes has the disclaimers.
Do you have an opinion on sponsored blogs?