You are absolutely correct, but the one thing you've failed to mention is that Steven Levy is one of the best technology writers of all time. I got to see this

You are absolutely correct, but the one thing you've failed to mention is that Steven Levy is one of the best technology writers of all time. I got to see this process first-hand when he covered Weebly for Newsweek. (http://www.thedailybeast.com/newsweek/2007/05/20/meet-the-next-billionaires.html http://www.thedailybeast.com/newsweek/2007/05/20/meet-the-ne...). It was an absolutely incredible experience. You met with the guy a few times, talked with him pretty openly about what you're doing, and he magically weaved a captivating story line out of it -- making everything sound way more interesting than you could ever hope to make yourself sound. I'm sure there are a decreasing number of long-form journalists who take the time to research their story, but it's also worth noting that there just aren't that many journalists as talented as Steven Levy.