The simplest answer is that journalism relies heavily on credibility and BuzzFeed's brand has almost none of that as far as the public is concerned. If this was

The simplest answer is that journalism relies heavily on credibility and BuzzFeed's brand has almost none of that as far as the public is concerned. If this was the WaPo or NYT they could probably get away with the usual "We'd tell you but that would be unprofessional."