This is a really interesting development, although not really so surprising in the arena of reputations and using popular bloggers for smear campaigns. Apparently Facebook hired a PR company to further damage the reputation of Google. The PR company contacted a well-known blogger to ask that he take a part in this. He refused and instead published the emails with the request.
However the power of the blogging communities are being used here to damage the reputation of an organisation. I guess this is not the first time this has been done, and it certainly won’t be the last. They are used for example to talk about their favorite products, i.e. they are advocates for a brand. Although this is the first time that I have seen such a public showing of this behaviour.