PayPerPost Has Launched it's PPP Direct

PayPerPost now offers bloggers the option of including a direct pay button on their blog where advertisers and request sponsored posts directly. ReviewMe offers a similar button but they charge charge 50-100% markup and keep up to half your money. So how is PayPerPost's Direct different? PayPerPost only charges a 10% fee.
PayPerPost Direct offers advertiser and bloggers a escrow-like service that can be much safer and securer then dealing directly. I don't know what PPP's normal transaction fee is but SponsoredReviews, similar to PPP and ReviewMe and only takes 35%.
I have had mixed feeling about services such as PPP Direct and ReviewMe. Though I am pleased with PPP offering to take a much smaller fee then ReviewMe, I am still wondering if the need for a middleman is necessary.
I read one of John Chows articles a while back that said that he was happy with ReviewMe even though they take such a huge cut. He said that ReviewMe offered a marketplace for advertisers to find blogger and that he was willing to give ReviewMe their cut. Now I don't know if John Chow gets a better deal then everyone else but I would imagine he has worked a deal out with them since he is practically their poster child.
As I have said before, I think paid posting/sponsored reviews is an excellent way to make money online. I believe there are good and bad ways to go about it. I also believe that the bloggers should be getting paid more than the middleman.