> Journalists are inquisitive, intellectually curious types. You have to call into question the ethics of someone prepared to write about something they have a good idea that their own company engages in.

So what is the ethical thing to do? Quit your job? Choose not to report on the unethical behavior? Escalate internally instead of externally? Write the story about the company you work for, knowing full well that you won't ever be published and it will end up being pointless?

I don't think anybody wants to give buzzfeed a free pass, but I just don't see how buzzfeed's data practices reflect on the ethics of their individual journalists.