Scoble offers suggestions how you can leverage the blogsphere to get the word out about your product.
I like how he describes using blogs as they were intended, inobtusive online relationship building on your terms. You should never ask for links or expect them, just start the conversation via a link or mention in your own blog, and let things go from there. If your product is worth mentioning it will get mentioned. If bloggers were to link just because they were asked to, they would lose credibility.
Just like the established media, bloggers build a reputation and build a following based on it.