Hidden marketing: yes or no?

After re-reading the article about current trends in Internet marketing in 2007, it was thought about the use of hidden marketing in particular from the point of view of the marketer. Hidden interested because it is superimposed on any standard types of marketing and the output arguments for the product ideally taken by the consumer for the facts. BUT! As practice has shown , the attitude to the very concept and obviously customized records is mostly negative, although almost everyone uses the advice of friends when choosing a product and trusts this opinion.

There are two simple examples: Apple's iPod, which everyone gladly recommends to each other as a good product (probably it is), and network marketing, such as amway in the face of peddlers.

So what should be done to make a product promoted by hidden marketing perceived as a best friend's recommendation to buy an iPod? What should be done to prevent people from accepting an invitation to participate as an agent, like handing a box with a package?

Perhaps, as Alexey Krekhalev says , marketers who prefer this type of promotion, it is important to understand that this method does not carry cheating - no one is obliged to name in his blog a product that he does not like.
Again, he cites quotes like “ There is nothing to hide in hidden marketing ” and “ People who criticized“ Hidden marketing ”have now begun to work on it themselves .” What does this mean? Changing the view on promotion with the help of recommendations or just the arrival of relatively easy money for those who want to receive it?
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In general, there is another quote:

The market is just being formed and it will still change dramatically over the course of 2 or 3 years. Now as such, there is no competition in the market. Orders are much more than the ability to physically fulfill. I think soon there will be at least a couple of strong players in this market of services who will try to copy our business model.
Not enough theoretical base, both for customers and for performers. The percentage of awareness of this service is quite small. As far as possible, we try to promote the subject as a whole ( ... )

What do you think, what future awaits PayPerPost and its Russian-language counterpart? Does something change in a hidden advancement for the better?

I do not pretend to the quality of the article, as long as I have more questions than answers. Habralyudi, share, please experience and opinions. He took the previous blog article and interview with Alexei Krehalev as a starting point .