Honesty is the key in any media relationship, in my opinion.
Deception and parasitical relationships can be more successful in the shorter term; but ultimately readership is critical in any media discipline in order to be successful for the long term.
The question is this: if you write a weblog, which is more important: informing your audience and earning their trust, as with a Wall Street Journal; or entertaining your audience with sensationalism, as with an Entertainment Tonight?
The answer: that depends on your audience; which is why there are different opinions posted in this particular forum pertaining to different weblogs — and there is nothing wrong with that...