I agree with this. But look at what Arrington's really saying with this article. He's positioning bit.ly as his new favorite startup to write about and prepar

I agree with this. But look at what Arrington's really saying with this article. He's positioning bit.ly as his new favorite startup to write about and preparing his readers for an avalanche of stories about it. Having Techcrunch blast your marketing message out to the early adopter crowd every day for 6 months will certainly help reposition bit.ly as a destination.