Which is fine but I think the community expected something different. LJ just announced
Sponsored Communities and Sponsored Features. A Community on LJ is a group journal where anyone can post but there is a Maintainer who is in charge. For example the maintainer of the
scienceofsleep Sponsored LJ Community, is a person or team who works at Warner Independent Pictures. It might be the same person or team that maintains
scienceofsleep on MySpace or
scienceofsleep on the Warner movie site.

A Sponsored Feature is a promotional partnership wrapped around a new tool or feature of LiveJournal. For example, LJers will be encouraged to "Hit the streets in style!" with MTV's
Amp'd Mobile in return for an SMS-to-blog integration feature. The part that says "Hurry! This offer is for a limited time only!" refers to the pay-as-you-go offering from Amp'd, not the sponsored feature from LiveJournal.

It's taken LJ along time to come around to selling out but they finally did.
Xanga has been cashing in or
killing it in this arena for years to steal a phrase from
Ted Rheingold of Dogster, which by the way, is best-of-breed when it comes to delivering sponsorships that serve their community while delivering profit. Remember the
50th Anniversary DVD Release of Lady and The Tramp when
Lady,
Tramp,
Jock,
Trusty and
Peg all got on Dogster and wanted to make friends? That was good stuff.
The thing is, I think LJers expected something different when the time finally came for parent company
Six Apart, Ltd to make money from this community. Especially the paid members who were
assured in writing that they "will never see any advertising on LiveJournal as long as they're logged in to their account." These users will learn about Amp'd Mobile's policy of "No credit checks, no bills, no promises to keep." but they might wonder if that bit about promises being kept is unique to Amp'd Mobile's marketing slogan. I wonder if LJ administrators could have taken more time to gather consensus from the community and come up with a different sponsorship model.
When
Facebook suddenly announced new features that the community did not like, they told users to "calm down." Later, they were forced to apologize and deeply address the issue. Similarly, LJ announced this big news and received a resoundingly negative reaction. LJ representative rahaeli responded by suggesting to the users that they are confused and they need to understand that the new sponsorships are about getting "free stuff!" She went on to tell users "You don't have to use sponsored features" even though they have been asking for this particular feature for years and personally, she can't wait to use it.