[Adirael]

I guess that depends on the podcast. I feel like I have a relationship with the guys from Back to Work [1], they talk about a lot of personal stuff and I feel like I know them a little. I appreciate that a lot, it makes me trust them (and thus, I trust the products they advertise).

[superusermind]

Using the word "relationship" is a bit manipulative IMO. If it is a relationship, it's a conditional one-sided one.

[corobo]

It's one of those "it's almost technically correct" things to say. It's not necessarily a lie, but it is a parasocial relationship[1] rather than a normal one

[1] http://en.wikipedia.org/wiki/Parasocial_interaction

[Adirael]

I don't think it's manipulative, it does feel like a relationship, even if it is one-sided. The feeling is different from watching a TV show, it feels more personal, more real.