Huffington achieved a miracle for web publishing by getting high-profile contributors to write for nothing, through a mixture of charm and brand association. One can imagine now, with the money for their labours residing with AOL, that bargain will abruptly end. Part of Huffington Post’s success was its vibrance and position outside the establishment. It has now not only joined an establishment, but one where most people feel about as close to the brand as they do to Walmart. A terrifying leaked document entitled The AOL Way contained the company’s “secret sauce” for success in internet journalism: increasing the number of pieces writers produced, for less money.