Economist are no longer what they once were because most bloggers don't blog for dough. I understand what the article is getting at, but from over here it feels like I'm watching the E! television network. If anything blogging is bigger than it ever was except no one can tell if it's a blog or not since we've become so adept in using it as a tool rather than a blog.
Your blog is what you make it. Just because its hosted on a blog-hosting site and has all the features you expect from a blog it doesn't mean it impersonal.
No one expects anything from you, do what you please.