What’s the difference between a real online conversation and an advertorial?  This is a question that has been asked by Six Apart and they think they have finally worked out the answer.  This article outlines how So Sprint, the launch advertiser, is using bloggers to ask questions about advertisers interests, and whilst the bloggers don’t get paid directly, ads appear beneath each post to capitalise on the content.  This is an interesting change and this blog post explains everything and is certainly a step forward for both advertisers and the Internet alike.