Over Easter popular micro bloggig site Twitter was hit by a scandal. A number of popular twitterers were exposed as tweeting for profit.
You might not think that this is the same thing as "cash for questions" but avid social networking fans are outraged when corporations try to muscle in on the action and throw their cash about.
The backlash has hit some large brands like Apple and Sony, even though they weren't directly involved in soliciting tweets for profit - this just goes to show that the rules of the game are changing, especially when it comes to community created content.
