Calling it "reporting" is a stretch. It's a blog post.
http://en.wikipedia.org/wiki/Steven_Levy
And in his own words (https://medium.com/@stevenlevy/im-moving-to-medium-6869c0e32...), he was hired by Medium to "establish a tech hub that strives to bring well-reported, lively, and meaningful reporting and writing to what is already shaping up as a terrific platform for the written word."
But that just makes this PR piece even more embarrassing.
Disclaimer: Steven is a friend, occasionally a competitor (before I left to found Recent.io), and someone who once approached me to work with him.