Word of mouth is spontaneous, uncoached, unrehearsed, non-commercial, un-incentivized reports from a user of a product to a potential user.
Word of mouth marketing is an oxymoron, a contradiction in terms.
This is what many of us have been fearing: a wholesale, widespread usurpation of the authentic, unbiased, user-to-user recommendation network of blogospheric buzz.
The Word of Mouth Marketing Association is an example of such trust-web hijacking.
I've already voiced my disapproval of WOMMA on their site, and debated the CEO. There seems to be a large orientation to "how can companies take advantage of blogospheric buzz?"