Disguised Advertising on the Rise on the Net?

Got to read this interesting piece from a newspaper from Finnland: HELSINGIN SANOMAT. The article claiims that corporations are disguising their messages on web to make it look like user generated.

In December a blog appeared on the Internet in which young "game console fans" wrote about wanting the new Sony Playstation 3 console as a Christmas gift. Many recognised that the URL of the blog belonged to the guerrilla marketing company Zipatoni. This angered many, and Sony’s reputation suffered.