'Blogversations' Launches Blog Advertorial Service

MarketingVOX reports on a new service, called Blogversations, which will, for a fee, hook advertisers up with bloggers in the advertiser's industry. The advertiser will get their product or service "discussed" and the blogger will make money doing it. It's positioned as topical matching service and explained thusly:

1. We match advertisers with bloggers
2. Advertisers choose a topic or question (not an advertorial)
3. Bloggers discuss the topic or question, and place a link to the discussion on their blog's front page
4. Advertisers truly engage audiences without doing evil; bloggers get paid for doing what they do best - blogging!

What's not clear is how these linked "conversations" are branded by the advertiser or whether the advertiser gets mentioned in the blogger's post.