This could easily spell doom for independent blogs. I run a review blog. I receive tons of samples. My sample policy is always that I don't give you a good score for giving me a sample, but I will let you know when I post the review - IF I post a review.
Companies are willing to take this risk because any coverage is good coverage for them and all it cost them was a bottle.
These new rules state that if I were to review a product for, say, Logitech and not disclose that I was reviewing a provided sample, the Federal Government could fine BOTH me AND Logitech $11K. Now, with that potential liability, what's in it for Logitech to send me that sample to review? Now they're risking a five figure fine from the government every time they send a sample to a blogger that isn't affiliated with some large media organization that can guarantee compliance. Even if I intend to comply with this rule, Logitech's best interest is to avoid me and my ilk like the plague - further marginalizing independent media and favoring the print media.
It is masked but always present. I don't know who built to it. It came before the first kernel.