"Obvious" doesn't mean what you think it does.

I don't know what Zuckerberg is doing there, but let's hold off on peddling completely unfounded conspiracy theories. More likely, and less unfounded: Old-style news organizations are scared positively pantless by the fact that a blogger (He's a guy with a computer, if that's not a blogger, WHAT IS!?) was in charge of not just one, but quite a few, of the top news stories this year.