At the beginning of the article, the point seems, in line with the title, to be that the core problem is the journalism. By the end of the article, he seems to

At the beginning of the article, the point seems, in line with the title, to be that the core problem is the journalism. By the end of the article, he seems to have come around to the conclusion that the problem really is the marketing and/or delivery, with the supermarket analogy, and especially with the example of ostensibly interesting things like the Takei video from the WP. There were a lot of interesting points in this post, but they don't seem to add up to a coherent argument.