The Corporate Profile as Ad

An article about MySpace in this past Sunday's New York Times mentions that Wendy's has created a profile for an animated square hamburger on the service - and signed up 100,000 very human friends willing to get emails, updates, and offers from their new buddy.

This new form of advertising brings up a few questions: If we're having trouble navigating through the thicket of pages on the Internet now, what will happen once commercial entities start creating personal pages on various services as well? Will advertiser pages have to be labeled as advertisements, as they do in print, to alert children and those not fleet-of-mind to the commercial messages? Why a firm but not a person who might be a consultant marketing herself? Or will this streamline advertiser-to-customer messaging, as only those who want to hear from the company bother to sign up?