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How long will users be willing to keep generating advertising and branding materials without getting paid, asks Rebecca Lieb in a must-read Clickz column. Some social sites are starting to pay content creators.

Certainly, she says, the agencies for huge brands like Chevy and L’Oreal can’t be happy when the account goes up for review “and their rival’s willing to work for a one-year supply of breath mints.
Will it be long,” she asks, “before diamonds in the rough emerge from corners of the Web other than the blogosphere and demand to be paid what they’re truly worth?