I was told a long time ago that if the journalist/publication IS the story, something has gone wrong (excluding genuinely serious news like NewsCorp or the journos killed in Syria). Any time someone who runs a news website and spends almost as much time trying to convince you of their value as the value of the stories they're writing you have to ask what the purpose is. In most cases, it's to establish themselves for future money making ventures, not for the journalism.