I first saw this on the Nikkei Weekly ITPro News site. It seems that sony is hoping to sell a lot of product by allowing bloggers to write reviews, and use pictures of their products on their blogs.
They hope to take on 30,000 affiliate members in an effort to sell at least 2,000,000,000 yen worth of Sony products. They are also hoping to target bloggers using some of the instant blog sites such as livedoor, So-net, and Seesaa.