Blog rep firms dart out of the gate: Is BURST! first?

ClickZ story on how BURST! is repping a bunch of blog sites including Gawker media, BlueLemur, 2WallsWebzine, and Celebcourthouse. They say their 22 blogs generate 9 million page views a month.
Biff Burn, their marketing VP, sez: “It behooves the advertiser to pay a good price for the advertisments and supply good creative that is targeted to the content and audience of the blog, bercause it really determines what ads get selected and which ones will deliver the impressions.”
Behooves?