It may be that they're gaining market share so quickly in part because of this advertising.
For every mom-blogger, there are a couple of hundred readers. Just think about it and do the economics: For $40 you get a sponsored post, which gets read by a couple of hundred women. Higher ROI than TV campaigns..!!
This Google Chrome advertising campaign, or the sponsored post campaign, is executed fairly poor. You can expect Google to defend their actions by blaming the marketing company, firing them, and apologizing.
If these were sponsored results for JCPenny, for instance, it is very unlikely anyone would think they were seriously trying to gain market share directly -- it would be fairly obvious they were trying to game search results. However, since it's google themselves, I don't know what on earth someone was thinking.
According to the guidelines Google advocates, any form of endorsements should be notified in the post and have a no-follow attribute on the link when there is money involved.
The majority of mom-bloggers are familiar with the rules around give aways, paid endorsements and advertising. They know how to run a business. It's a pity that the bloggers who have been featured in this campaign will take the flak, as Google brings down the hammer. Some of the bloggers don't know any better, and take an easy opportunity to monetize their websites.
And who can blame them, It's Google! If a campaign is from Google, with a mantra: Don't be evil, it can only be a good thing to do this, right..?
Google has a responsibility here, not only to choose the right advertising consultant, but also to educate the bloggers on how their websites will be treated given their war on paid links and endorsements.