Charlie "was a hip-hop artist, very 'street.' ... He started a blog [3], alliwantforxmasisapsp.com, where he mused in urban patois about how his cousin Pete really, really wanted a Sony PSP for Christmas." The website was a "flog," or fake blog, launched by Sony to market the game system. "Sony's admission ... comes less than two months after it was revealed that Wal-Mart [4]'s public relations firm, Edelman [5], had been behind the blog 'Wal-Marting Across America [6],'" notes Sam McManis. "Flogs aren't rampant -- yet," but "marketers often turn to alternative forms of advertising. ... For several years now, marketers have paid 'real people' to talk up products [7] ranging from cell phones to hair gel on city buses, at sporting events or in bars. Procter & Gamble [8], for instance, has 'sponsored' more than 200,000 teenagers to use products and recommend them to friends." The company PayPerPost offers companies a "network of bloggers" to promote their goods. Following the Wal-Mart / Edelman incident, PayPerPost "developed a disclosure policy for bloggers to 'accelerate transparency.'"