They did this before with the nytimes and it didn't end the way Tesla would've liked. The writer had a number of problems, and Elon Musk accused him of being dishonest to create a story.

Here's the original article:

http://www.nytimes.com/2013/02/24/automobiles/after-a-chargi...

And here's some coverage of the controversy:

http://www.nytimes.com/2013/02/24/automobiles/after-a-chargi...