Should corporation rethink blogging?

Boundary conditions were set when I first started blogging for Java.net. Play fair and play nice, no advertisings, and stay on subject matters of interest to developers.

In the wild wild west of the blogosphere, people do anything but play nice, are self promoting, and don’t mind generating controversy. However, you may need to be careful if you are blogging on the company dime. Nicholas Carr recommends that companies stay away from blogging entirely. http://www.roughtype.com/archives/2006/03/seven_rules_for.php

What are your thoughts on corporate blogging? Do you tune out the bloggers that are obviously promoting corporate interest?