In a move that will probably surprise absolutely no one, PayPerPost have announced that they will now require paid posts to feature some kind of disclosure statement, either within the post or somewhere on the site that the post appears on.
Probably then no real surprise that the whole thing received some pretty solid coverage on TechCrunch either. If TechCrunch readers hadn't heard of PayPerPost before all this, then I'm sure that they will have now! Actually, I'm sure there are a lot of PayPerPost participants (me included) who hadn't heard of TechCrunch prior to this either for that matter.
There are two big winners out of the whole disclosure issue.
At the end of the day, PayPerPost come out of the controversy looking like a responsible corporation, having addressed the concerns of some of their toughest critics, whilst receiving a great deal of free publicity in the process.
TechCrunch come out of it as the 'Bloggers Champion', taking on the big bad corporate world and 'forcing' change.
It's interesting to see how the announcement has been received. The comments that follow the TechCrunch post are mixed, but are generally more positive than negative. The number of comments alone indicates that controversy sells, and it appears a lot of people are buying!
ProBlogger points to a conspiracy theory, but the fact that the stories feature the words "My sources tell me..." raises a few questions. Interesting theory none the less, and one I'm sure quite a few people share.
Perhaps the best outcome of the announcement is that the whole issue can be put to bed and those who have occupied the moral high ground can finally descend from their mount.
Personally, I don't feel that anyone serving advertising on their site has the right to take any sort of moral high ground on this issue. If the blog world is going to turn on those that use PayPerPost to supplement their income, then perhaps it's time they also turn their attention to those that employ the standard practice of adsense blending? Blending advertisements to give the appearance of content, is that better or worse than PayPerPost in the eyes of the blogging "A List"? Is participating in PayPerPost more or less evil than using Google AdSense, Text Link Ads or Yahoo Advertising?
I think it's time the geek community gave the whole thing a break, it's getting old, there is no good vs evil battle going on here. It's just a case of people trying to make the best of what they have.