Pardon my ignorance, but how would NYT directly benefit from a boost in Vanguard popularity? Say this article somehow elicits a bevy of people/companies to invest in Vanguard, raising their mutual fund from $4.2 to a $4.5 trillion. Given that NYT stake in this fund remains constant, it's not clear to me how this helps NYT employees - unless $4.5 trillion is the tipping-point for market manipulation (but isn't this fund simply tracking major indexes?). Or would the biggest benefit come in the form of even lower fund fees (<0.1%)?