Seth Godin on Word of Mouth Marketing

A great post on marketing by Seth Godin:

Word of Mouth is a really fragile entity. Someone asked me at a recent engagement what I thought about various agencies that are paying people to shill for their products. I said something like, "Well, for a long time the oldest profession has taken money for what other people do for free. How do you feel about the difference between the two transactions? Which kind of person did you marry?"