Journalism is a lot about perspective - I dont care if you occupy the highest moral grounds, your perspective changes dramatically once you have significant interest and money invested into something you are talking about. What you would normally call a Spade now becomes a Diamond.
Arrington's and MG's responses to the Path issue is proof enough for this - can you imagine both of them so mellow and supportive if Path was not CF funded was not around? I think not. And ohh yeah, I nearly puked reading MG's "rant" few days back. For someone who is so hypercritical of anything on the borderline of wrong (except if its from Apple - or any CF company it seems now), it felt especially nauseous.
To their credit, they do have disclosures - which definitely make a difference - if that is enough, I'm not sure.
Credibility is built by calling a spade a spade. It also tends to take the fast route down if you stop doing that.