What people write on the blog does matter, Mark uses the example of the guy that was murder earlier in the month. The post was not very well written, vocabulary poor, but the meaning is only useful when we understand the context of the post. Aggregation does not give us this ability, or does it?
What sort of stories do blogs want us to tell? We have to remember that conversations should be dispersed in time and society. Overriding theme to transcend credentials, education blogs are swimming against the current thoughts within higher education. PR vs true blogs comes down to authenticity, it is not authenticity as in I am who I am, but it is artistic truth (or maybe I screwed up on this one?).