That's exactly what I think everytime I see someone wanting to create their own social networks. Better to embrace the people who are already talking out there than try to control the conversation yourself, as Wal-Mart recently found out with their failed network.

I think there may be a couple of reasons companies try to build their own networks.
1) Its easier to monitor the thoughts and feelings towards its products and services.
2) I they may feel that the messages may more sutle. Meaning bloggers will be more reluctant to post harsh comments if they know the company is responsible for the site.

Lastly, I just feel everyone wants a piece of the newest trend for fear of being left out of something big. True, blogging has become a major force in the world of communication but there's no need for companies to rush to develop their own network. Honestly, I think they would be better served to monitor other networks concerning their product. Responses would be more candid , eliminating bias.

Cults are good when they give raise to something good.

Cults raise biggots. I think it`s a question of money.
Network effects and high profits is what corporations expect from building a community. This is not Big brother, this is not a plot against free society. Higher and higher profits are the fresh blood for corporative mind. However we live for money too. Don`t we? You work for money, you spend about a third of your conscious life working, because you need money. So does corporative mind while it builds communities.