Paul Dailing lays out the rules:
Apparently, it's very simple. The more you self-reference, pick feuds and talk about the failure of TimesSelect, the better you're doing. If you make it sound like you're the one who figured out newspapers are dying, you win.I mean, the point's not to fix anything. It's to describe the problem more dramatically than the next guy. If Steve Outing says newspapers have a "death spiral" and Clay Shirky predicts "a bloodbath," the point goes to Shirky.
Basically, imagine a group of people watching a building burn down and bickering amongst themselves about whether it's a conflagration or an inferno. It's like that, but with consulting fees.