See the link and attachment below regarding a change of heart by PRC regulators related to bloggers using (or not using, in this case) their real names.  Hard to say what the next development will be in this debate, but I suspect that it could result in increased consumer-interest blogging.  Another reminder to companies operating in China to at the minimum be 'listening to' the conversations. 

http://www.iht.com/articles/2007/05/22/technology/chiblog.php 

China eases demand that bloggers use real names

Reuters
Published: May 22, 2007

BEIJING: China will back away from a proposal that would have required bloggers to use their real names when registering on Web logs, following an outcry in the Internet industry, official media reported Tuesday.

The government said that it would instead promote a "self-discipline code" on the Internet, to encourage, rather than mandate, bloggers to register under their own names, the report said. It cited draft guidelines published by the Internet Society of China.

"The ISC, with the backing of the Ministry of Information Industry, is trying to rally industry players to sign up to the self-discipline code for the promotion of a less rigorous real-name system," the official Xinhua news agency reported.

The "real-name" blog proposal was seen as an attempt to further regulate Internet content in China, which has 140 million Internet users. But it triggered protests from the Internet industry and users, Xinhua reported.

Some government departments had advocated the use of real names as a way to stop slander, pornography and the spread of what the ruling Communist Party sees as "harmful information."