I'm enjoying the blog-spat between Hugh MacLeod of Gaping Void and Ben Metcalfe. I read Hugh's blog every morning because it hits so many of my interests: irreverent humour, bespoke suits, marketing evolution, the internet, the blogosphere.
I don't agree with Ben that Stormhoek and Hugh's blogvertising strategy somehow pollute the blogosphere. Yes, Gaping Void is popular, but at the end of the day it's one of 17.8 million blogs. Go And Read Something Else. Hugh's passion is pushing the online marketing envelope-- that's his game.
It really doesn't matter whether Stormhoek is a great wine or not. Ben's argument that marketing Stormhoek "defies natural selection" just doesn't stack up. Should only Porsche and BMW be allowed to lend their vehicles to car magazines? Does allowing Kmart to advertise their "crappy" clothes defy natural selection? I also think Ben misses a vital point: this was a very high risk strategy, a calculated gamble. Hugh has put Stormhoek's brand (and his own brand) at risk. From the saftey of their keyboards, bloggers tell it like it is. They are an utterly ruthless bunch.