Jason Calcanis posted a piece yesterday which is the outgrowth of an ongoing, email back channel discussion arising from Mark Canter's Heresy (see Marc's Heresy, II, III, and IV). I hate to say it, but I almost agree with Jason:

Jason Calcanis

[from More on bloggers trying to justify selling out - The Jason Calacanis Weblog - calacanis.weblogsinc.com]

No one is saying running advertising makes you a whore. Boingboing added traditional advertising units that are clearly labeled. I think that is great and I’m psyched that the hard-working team over there is covering their costs and getting paid for putting together a very unique product.

What we’re saying is that if you mix advertising into your editorial, and have the writers getting paid to promote products, you are a whore.

There is a line, and we shouldn't cross it. "Whore" may be a bit strong, but I agree with Jason's perspective.