I think the problem is that hiring practices across the entire "intellectual worker" market is a market for lemons that specifically ruins anything of quality.

Some blogs were great (i.e. created to solve the problem of too much interest in what one is up to even to answer internal questions individually) and signaled a few great minds that can be hired at a discount.. Those engineers told also pretty good co-workers in stage 1, by stage ~3, managers tell their underperforming direct reports to blog whatever they understand about what their group is doing in the hopes that they (either improve or better yet:) become a burden somewhere else.