Ha – no, that was something else entirely. Wired asked us to give them a copy of our BOM. We told them we couldn’t do that because it’d land us in hot water with our suppliers (particularly Hynix and Broadcom); if their other customers were to use our BOM to demand similar pricing, we’d be in trouble. So instead, they *made up* a BOM (which was gratuitously wrong). They told us they were doing this, and we asked them not to; saying we’d be happier for no article to appear at all. They published it anyway. Our suppliers started getting calls from their other customers, as predicted; we had a lot of apologising to do. Slightly less serious, but still damned annoying: Wired also demanded pictures of a cased version of the final board. This was well before Christmas, at which point we didn’t *have* any beta or final boards, still less any cased ones (the cases are being finished after the board themselves are finished at the end of this month). They didn’t take no for an answer, and kept asking, and asking, and askingand then photoshopped a case onto an alpha board (wrong size, wrong proportions) for their magazine. Which is misleading, but it’s nothing like as damaging as their efforts with the BOM were. Needless to say, they’re off the list for press samples, and they’re not getting any more interviews either (they ran Rob ragged in preparation for this, then never used any of the material they’d got from him). Wired seem to believe they’re still as relevant as they were in 1998. Luckily for us, they’re not; we’ve interacted with hundreds of journalists over the last six months or so, and not a single one of them has been as hard to work with as Wired were.
The means-and-ends moralists, or non-doers, always end up on their ends without any means. -- Saul Alinsky