This felt like a TMZ piece, the only difference being that TMZ recognizes what they are, while TC tries to play both sides of the fence, depending on what they need from the post.
I fail to understand why anyone would take TC seriously these days, as there are much better sources of tech information where you don't have to worry about journalistic integrity.
I'm not a Facebook fan, but I don't blame them one bit. If MG is complaining about a broken unwritten rule of PR/Journalism, then he should realize that we don't care.