Weblogs are about identity, not ego. Ego and identity are linked, but identity is the core set of information that defines you when the world looks at your record. Ego is the gratification you feel while basking in the world’s gaze.
And the world doesn’t have to look, it’s still identity.
Good criticism concerning a certain kind of weblog comments – „Weblog comments incite duels. Duels are bad for society“ – even if I think and I am certainly happy about it, that not all comments fall into the duel-inciting category.