The FTC’s revised Guides Concerning the Use of Endorsements and Testimonials in Advertising have created a brouhaha in the blogosphere. Most persons already understand principles of ethical blogging. Don’t lie, but you can write fiction. Don’t steal, but fair use isn’t stealing. Don’t manipulate, but you can display your rhetorical skills. Don’t write as if you have no interest in a subject; make your interests clear. Persons who fully understand these principles should find the FTC guides straight-forward.