It worked when Michael Arrington was there, because he was a bit of a celebrity himself. Lots of people loved him, or at least loved to hate him. Maybe that was

It worked when Michael Arrington was there, because he was a bit of a celebrity himself. Lots of people loved him, or at least loved to hate him. Maybe that was just in the tail end of his time there, when he had established himself as a celebrity by writing lots of controversial stuff, getting publicly slammed for it, then firing back. But you can't leave out the first step - writing an initial article which genuinely stirs things up a bit.