If it's marginally related the story can read: "Two Companies Take on Gmail" And then you can run a story on how the war for e-mail is heating up. If only one

If it's marginally related the story can read: "Two Companies Take on Gmail" And then you can run a story on how the war for e-mail is heating up. If only one company does it, it's not a trend. So the hope is that you get caught up in a trend, not just the Facebook vs google story.