The subject matter is interesting, but what I find most interesting is a blog performing real, 'hard-hitting' local journalism, of genuine interest to a very specific social subgroup.
That story got repeated in some jurisdictions, now a year or so later someone gets around to doing it with vegan food.
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EDIT:
Sushi from New York: http://www.nytimes.com/2008/08/22/science/22fish.html?scp=3&...
Sushi from Toronto (reported in Vancouver): http://www2.canada.com/vancouversun/news/story.html?id=4381b...
Revealing that some companies/restaurants aren't always truthful isn't a new thing. Certainly not only a year old. It's really as old as investigative journalism in general. Dating all the way back to "The Jungle".
Edit: and what you're really saying is that 'mainstream media' just copied the idea too. And from a grassroots-level at that.