The idea is to educate people about the fact that blogs are not just personal journals or today's outfit fashion postings, while it in fact is a complete way of publishing. Some people don't believe you if you tell them that Engadget is a blog, they say it is a news site or something similar, while it in fact is the essence of a group blog.
The key is that blogging is really a method of publishing, rather than a specific kind of content.