I used to do some work for a mattress brand. A lot of their sales came from “referral” blog posts. The thing is, the blogs were owned by them. To avoid any legal issues they had to disclaim that they own the blog but people would not pay attention to it and buy anyway just because it was a review on a long form blog post.

Apparently all mattress brands that sell direct do this. And they also pretty much dominated all the Reddit results and discussions.