Brands buying their way to the top of Google SERPs

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There's an interesting post at WebmasterWorld about a "loophole" which may be giving brands the opportunity to buy their way to the top of Google's SERPs. We all know that google doesn't like paid articles tainting the SERPs, but there seems to be an opportunity for them to do just that.

The thread is "How Brands are Buying Their Way to the Top of Google"

How long before this loophole is closed down by Google, or will they turn a blind eye?