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Google has launched a new Blogger Web Comments Firefox extension that shows surfers what bloggers are saying about any page they're viewing in their browser.

The results come from the Google Blog Search engine. Now imagine they build this functionality into the popular Google Toolbar. This will be scarier to marketers than Wikipedia. Here's what the Extension does to the Dell.com page. Note right hand corner and the splogs that continue to clutter Google's results.

Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.