The whole article is well worth a read, as it contrasts various styles of (real world) reportage on Second Life, from Hamlet Linden as was, to Reuters, to Wired to CNN, and even has Wired's editor saying that both their hype and their over-the-top backlash were mistakes. The conclusion? A not very startling - it's better to, in the current terminology, embed your reporters or use local information than not, and particularly don't only listen to other journalists - but the steps along the way are well worth a read. They might be especially worth a read if you have to defend your engagement in Second Life to people that have only seen the backlash.
[Original lead via SLEd list]