So, it looks like Sony has some company. Although I wouldn't necessarily categorize this misstep as blatantly egregious as the PSP flog.
Microsoft has given away Acer Ferrari laptops loaded with Windows Vista to a number of influential bloggers. Now, I see no inherent problem in giving samples to bloggers to review. It's done all the time, and when blogger clearly discloses that he or she has received goods or services in exchange for a review - good or bad - there's nothing to complain about.
The problem with the Microsoft situation is they didn't require complete transparency.
Complicit in the scheme are their advisors in this space - none other than (drum roll, please) Edelman. Yes, that's right. The same Edelman that was embroiled with the Wal-Mart flog. The same Edelman that reportedly helped craft WOMMA's ethical guidelines has a WOMMA page dedicated to Edelman Blog Disclosure - albeit from the Wal-Mart flap.
I think my friend Todd Defren had it right when he stated it simply: Don't lie.