I believe most don't read it and are just looking for the free stuff, but some definately do read it. I've also found the more nichey the blog the more likely ppl are reading... hard to tell but I get a rough idea by the comments and emails I get. You may as well talk about the site and do a bit of selling anyway as you gotta find something to clammer on about.
Good use of bolding of selected text can be used to good effect as the surfer almost can't help to see those selected words and phrases.