Boldface lies notwithstanding, Lashinsky wonders why the companies even bothered to make the announcement, considering that the service won't be available until this summer. The press release said something about the initiative having reached "a critical mass" in terms of media partners. It eventually hopes to add Google and Viacom--but so what? Why announce an outline of a company that doesn't even have a CEO? The WSJ made it sound like the various groups coming to an agreement after 15 months was a feat worthy of a press release. That, Lashinsky points out, is "old media speed," plain and simple--which just isn't good enough now.