Fortune: Why There's No Escaping the Blog
...In late September, just after McQuade received an early sample of the Voltaic Backpack, he asked a friend, Graham Hill—who runs a "green design" weblog called Treehugger—if he'd mention the product. Start up the swarm! Within a few hours of Voltaic's hitting Treehugger, the popular CoolHunting blog mentioned McQuade's product, which got it seen by Joel Johnson, editor of Engadget competitor Gizmodo. Each step up in the blogging ecosystem brought Voltaic to a broader audience. (Yes, for all its democratic trappings, there are hierarchies of influence in the blogging world.) In came a flurry of orders...
by David Kirkpatrick and Daniel Roth