The top story at Gawker alumni-infested Radaronline.com right now is called "Coming to America, " written by regular Radar Fresh Intelligence writer Jessica Ford. It's a feature all about the new HBO show Little Britain , and, as a tagline on the story notes, is also sponsored by the new HBO show Little Britain . Meaning it's a fancy version of an ad, made more interesting with editorial content. Tacky? A sign of desperation? Or just how things work these days in the wild internet computer blogosphere?! On one hand, the story is clearly marked as a sponsored item, so it's not deceptive. On the other hand, all the rest of the story's presentation, and its placement on the site, is identical to that of a normal Radaronline.com feature. On the third hand, we here at Gawker run "sponsored" blog posts from time to time, which are (clearly marked) ads that go up with our other posts (but aren't usually written by staff writers). The same tactic is also practiced by print media, and raises grumbles sometimes when items are too similar to standard editorial stories. But as long as there's disclosure, it's generally recognized as a matter of taste more than ethics. On the fourth hand, we now have a post about Radar 's blog, and Radar 's blog currently has a post up about Gawker ! In this way, the whole blog world is one big clusterfuck of editorial cross-promotion, even when it's coincidental (and sometimes catty!). In the end readers will decide how much the ads on any site affect the credibility they give to it. If they get the feeling your site is shilling too relentlessly, you lose. Is model-loving billionaire Ron Burkle 's role in funding Radar worth mentioning here? Probably not.