Tesla, the New York Times and the levelling of the media playing field

Reblogged from paidContent:

If you've been following the back-and-forth recently between pioneering electric-car maker Tesla Motors and the New York Times -- which published what the company thought was an unfair review of its vehicle -- you know that it has become a war of words in which both sides are claiming the moral high ground and using every tool at their disposal…

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As Tesla and the NYT go toe to toe, they are using media tools to make their case. This could be a precedent for firms to directly engage a media company in a war of words. I am interested to see how this will play out. Who will the next to 'battle' a review it disagrees with?