Oh my god. Here's an incredibly cheezy article from Baseline about "loving blogging" if you're a corporate. It uses (what else) the example of MS and the Scobleizer
Note to corporates: if you're gonna 'love' something, you can't fake the funk. You gotta really love it. There's nothing people hate more than corporates co-opting something cool in the name of 'love'. Now that's a strategically sure way to kill profit margins on the new project.