It's The Million Dollar Wiki and yes you can also buy a blogger. I learned about this from a real good domain name blog called the Conceptualist. He says you should avoid the hype but he figures the guy has made 50k or so.

I think this is something that we will see more and more of in the next year or so. There is absolutely a marketplace for people who will write favorable product blog posts for cash. So far, if you read blogs like techcrunch and calacanis.com, you get the sneaking suspicion that it is not looked upon in a good way.