Personally, I won't believe the bloggers' endorsements. They're paid to praise the products thru the articles they write not because they spent time to attend the event. They're paid because they're paid hacks.
When I was a consultant, I was being paid for the days of my presence and time spent to meet the clients. Not for the report that I submitted later to put the recommendations in hard documents. These are two different animals.
Celebrities are paid for their names and reputation.
I may sound a broken record or DVD but I do not care if they make money from these activities. But just like the movie stars and celebrities who are paid to promote the product, they admit that they get paid for pushing the product for public consumption, they should also disclose the payments in their blogs.
Do they disclose that also in their ITR?