Sharpie Love - a tale of mutual affection

Speaking of brands using social networks (not to beat a dead horse), Sharpie's PR manager got in touch with another group in our class about the prototype Flickr group and blog they had created for the presentation, which caused an unintended buzz in these social networks. The PR manager was very interested in what they had done, and has now offered them all positions as guest bloggers on the official site, launched a few weeks ago.

Seems that some brands are ripe for social media conquests, and draw users to them like a magnet, where others have to try harder. Does this all seem like one big popularity contest sometimes?