Here’s where I’m coming from. I’ve been a reporter and editor. Most MSM have conflict-of-interest rules that wouldn’t allow a reporter to take a discount for writing about a company. That’s because (1) they fear the reporter will be unduly influenced by the freebie, (2) the media outlet is already paying the reporter (even if only slightly above the minimum wage). Freelance journalists have been known, for example, to accept lucrative consulting gigs with the industries they cover. Those arrangements are considered totally unethical, more so if they’re not disclosed.

But, fear not, there’s still plenty of swag to be had by reporters. Most MSM do accept free books, CDs and cars for review purposes. (The books and the CDs are often given away to staff; the cars are returned.) Many sports reporters insist on being fed while reporting a game (no hot dog, no story). And it would be an unhappy auto writer who came to Detroit in January for the annual auto show and didn’t get jumbo shrimp, a canvas tote bag, and a box of chocolates for his troubles.

So I don’t think the issue of disclosure is a black or white one. What if we go back to asking whether a reasonable person might think the size of the compensation makes it likely that you’re selling out? Thousands of dollars? Free cars? Sell-out. Free food? Not a sell-out. Discount on a dresser? You tell me.