Trust – of all things
Echoed by Horwitz (Earning the right to filter your news), Rheingold (certain amount of trust capital) and Klein (the urge to controll the dialogue):
Trust is build over a long time – and lost in no time.
Hence the urge to control the dialogue, a very sound branding decision for a newspaper brand.
Filter we must have, we chose them ourselves, but we always chose them. And we want to trust those filters.
Blogs have to answer to trust, more than to anything else. How well do they do this?