Here's where it gets interesting.

The blogosphere is the relatively small universe of “first wave” bloggers who have driven the phenomenon thus far.

Now along comes BUSINESS wanting to jump onto this bandwagon of unfettered, human, real-time communication.

Hey (it's dawned on the business world in the past few months) this could be a great marketing tool!

Well, guess what… The blogging community (the cool people who are already blogging) aren't so sure they want “business” to pierce the blogosphere.

Heck, companies may start launching Web logs that have a business objective – such as promoting a service or product. And that don't have really truly candid and authentic voices.

More on this later…