The update includes new examples to reinforce the notion that connections between advertisers and endorsers (connections that may not be obvious to consumers) must be disclosed. These are timely updates with the continued emergence of word of mouth marketing via the social web.
From my point of view, this is a welcomed update. We continually work to understand the online behaviors of our audience. Peer to peer content continues to be among the most trusted sources of information during the buying cycle, regardless of size of purchase. Before purchasing just about any product, I always turn to opinions of others for perspective.
The notion of paid blogging (and micro-blogging) has been an emerging and heavily debated trend for some time. To me, exploiting consumer trust by seeding fictitious or paid 'peer reviews' is simply bad business, and runs the risk of truly damaging the credibility of user-generated content and the social web in general.
There's much more detail in the entire update for those interested. I look forward to digesting a bit more, but in the meantime, will continue to take the approach of transparency rules... It's the safe and proper approach.