John says that if people aren't getting mad, it means they are not doing their job well enough. Journalist's job is not to be a PR person or a marketing department for a company. Their job is to produce honest and factual reporting.

John Cook and Todd Bishop have been rooted in the Seattle startup community for a long time, and in many instances they have been connected with the founders for a long time too. People respect their role as a media organization that tells an honest story.