In the early days of Science 2.0, blogging did not get a lot of institutional respect. Public outreach was a waste of time, academics were often told, leave that to science journalists and the PIOs at schools who write press releases.It seemed archaic. Anyone who knows how much of science is government-funded, about a third of basic research, knows that means it is political. Which means you cannot and should not let someone else write your narrative. It's too easy to manipulate. A decade ago, when a group wrote to Columbia University and asked them to remove Dr. Oz from the faculty because of his claims about supplements and that medicine was a corporate conspiracy, he got allies in corporate journalism to dismiss us as Big Pharma shills.(1)