Schwag 1, Ethics 0
Doc prevaricates on whether bloggers are actual journalists ("you see, it's literal, we keep journals") in the face of maybe having to get out of bed with the tech industry.
It's actually time as far as I can see that someone started blowing out the cozy firstname relationships these guys all have with each other. See Sheila Lennon (in my hometown paper, the ProJo) on standards for what journalism really means.