I can't believe I'm doing this but. . .+1 couldn't agree more.
I hate to pick out any one build or person here (and there is nothing personal in this selection, it just happened to be the most convenient one on hand) but, let's take some known examples from XS and put them into a scenario. Let's take
phinix_mike's build log for example, He has DFI as a sponsor, that's free ad time for DFI, Gigbyte on the other hand, has paid to have their banner up at the top of the forum. If Gigabyte sees that DFI has done a simple sponsorship deal, they may very well pull their banner (and money) and just go the sponsorship route as well. I may not have a MBA or any other business/economics degrees but if I can do a few sponsorship deals "cheaper" than actually paying for the ad time, it makes perfect sense to me that I should do it.
The way around this however, is to mandate in the forum rules somewhere that if you post up banners of sponsors, they must already be paying for ad time on that site, otherwise. . .they get pulled. This way the site won't lose any revenue and no manufacturer gets free ad time.
I also consider these build log banners a popular tool of shills. Now, I'm not saying all builders that use banners are shills but, a large number of them are.
:2cents:
Disclaimer: The views expressed by the author are not necessarily the views of XS or anyone else but the author himself.