selling out or cashing in? a new paradigm for advertising

have people heard of Ad.ly. Pretty interesting to connect individuals and advertisers like this. Kind of paid word of mouth. You could voice potential concerns from an editorial integrity stand point, but you could also see a future where individuals get to endorse the brands they believe in and get paid for it. Just met the founder, and he seems to be a really good guy so I look forward to seeing where this goes and what impact it has on the the whole advertising field. Imagine if this same concept existed on facebook, where you controlled who advertised on your page, and facebook simply got a cut for brokering the deal. I think I would look at the ads in a different way if I knew they were chosen by someone i respect and my click through would benefit that person.