It's the norm when writing about someone in a group that is socially acceptable to openly deride.

The only bit unique to Businessweek is that their editorial voice serves a market that accepts this flavor of derision. The difference between your standards and theirs is the only reason this stood out at all.

Didn't you get the New Media Strategy Memo? You kick up controversy and write as aggressively / polarized as possible and you gain page-views (i.e. money) as people on both sides come to read the article before running off to social media sites to argue endlessly about it.

Is an improvement from people having these disparate opinions and not discussing them at all I hope.