[brianpan]

Gruber, of course, has some interesting comments in that area:

>From an official PR perspective, Apple, famously, says nothing regarding what it will or will not be announcing before a major keynote. But they do, somehow, seem to occasionally manage expectations quietly behind the scenes.

-On the pre-MacBook Air hype

http://daringfireball.net/2008/01/macworld_expo_prelude

[nestlequ1k]

So Gruber is well aware that he is a tool.

[brianpan]

Name calling aside, all journalists depend on their subject for news and all subjects have a interest in being reported in a positive light. Of course there are degrees to which that relationship is a two-way relationship. A war correspondent doesn't want war, but yet without it, they don't have a job. And the politicians waging the war are considering the impact of media portrayal. Are they using the media as a tool? They sure will if they can.

Movie critic? Game review blog? Local news reporter? They are all being "used".