Yeah, it's described as something more akin to Usenet than anything else from what I remember.

Yeah, they were using some use-net like technology to post, since the web wasn't really around when the book was written.

I'd argue they carried the same social role as blogs. To me, the key vision is that online, self-published essays could be widely read and influential.

-edit- Actually referencing the book, they do eventually become part of "newsnets", being paid for their work and gaining a wider audience.

It also describes them using temporary anonymous accounts, injecting deliberately inflammatory comments into discussions to provoke a response. >_>

Yes. And, sadly, USENET still has a lot of ways it was superior to current web-based forums, blogs, etc.