Engadget Advertiser Program Needs Focusing

Weblogs Inc. is experimenting with a new advertising paradigm called Focus Ads that encourages readers "to share their experiences about our advertisers, helping others gain insight and helping our advertisers to improve their offering." This is a terrific concept in advertising transparency but only if the advertiser is there to actually engage in the dialogue. So far, for example, this campaign for Lightscribe does not appear to have anyone from the company there answering questions.