It is like a personal home page on crack. Most bloggers are web designers, in their late twenties, and they tend to be critical and cynical. They are the perfect candidates for Epinions. They have an ax to grind, they are opinionated, and they tend to write well. If you look at the list of top reviewers, it is populated by bloggers.
Bloggers like to show folks what they have written.
They also like the traffic since they get paid when folks stop by. Well, they don t always get paid since only registered users contribute to their royalties. The Epinions folks actually hired peterme. Now they have a butt kicking Creative Director. They recognize smart people.