In todays Guardian
Matthew Inman may be a genius. Or he may be a fiend. What the Seattle-based web developer and online marketer has done is figure out a way to get people to advertise his sites without paying them. What's even smarter is that he's got the people who search engines rank most highly to do the advertising: bloggers and social networkers.
It works like this. Inman devises a free quiz, which appears on some webpage. You take it - answering perhaps a dozen arcane questions about Star Trek. At the end, you're presented with a badge or widget for your blog, website or social networking page; there's also the option of some HTML code that can just be copied and pasted in to any page's source.
The rest of the article is here Thank God I am rubbish at these widget things. This looks to be the start of a slippery slope.