Rafe Needleman is one of my favorite reporters. I wonder instead of being hated, how he manages to stay relatively well-liked. The other ironic thing is that by writing about how much they are hated, those five people must like him even more. Ah, there's the real magic.
I interviewed Rafe a while back about his initiative at CNET called Webware. Some insiders at CNET tell me that it doesn't directly make money (sounded a little paranoid actually), but I would tell CNET that Webware is great for it's own brand awareness, plus it raises visibility for all those companies and software applications.