The folks at Yahoo say the property is losing money and that they needed to drum up some revenue. Ever hear of banner ads? Sure, they don't work, but it doesn't mean ad agencies aren't selling 'em to their clients.
Here's an example of New Line Cinema's "Sponsored Question":
Why does the recurrence of numbers (e.g., 23) and symbols suggest a hidden deeper meaning?
Hey I have the answer: NO ONE CARES. I've spoke about how brands should interact with blogs and in communities and this is clearly not the way to do it. Let's check the score card: Transparent? Yes. Genuine? No. Topic of interest to consumers? Hardly.