I don't understand why a co-editor of TechCrunch would ever write "this is the story that no one was writing". Er, if you were wanting someone to write it, why

I don't understand why a co-editor of TechCrunch would ever write "this is the story that no one was writing". Er, if you were wanting someone to write it, why didn't you commission them to write it already? That's surely your job!?!