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In a New York Times profile many digerati are likely reading and discussing today, Rex Sorgatz, former executive producer at MSNBC.com turned digital consultant, talks about how his company is advising companies on digital strategy.

The Times, as others have pointed out, almost mocks Sorgatz, when writing that he has created an “actual” business, that puts him “legitimately closer to the center of the new media action.” Read: you can make money off this new media stuff. Also, they got a lot of stuff wrong.

“I had to check twice to see if it was The Onion,” said Richard Laermer, CEO of RLM PR.

One reader wrote in: “Sorgatz would have been better to have this profile in the business section, focusing on his company, as opposed to the lifestyle section, with more of a focus on his personal life.” What do you think?