I have no idea how Buzzfeed works internally, so I don't know if their Exec. Chairman's connections could influence their reporting, but I feel like it's a significant enough conflict that it should have been disclosed.
[1]: http://www.buzzfeed.com/about/team
[2]: http://www.crunchbase.com/organization/side-cr
edit - remember, this is the half-heard sympathetic version:
"The last comment that I heard was when Emil hypothesized about creating a coalition for responsible journalism. Ben said that would likely fail because companies have no expertise in journalism. Emil flippantly said he could hire professional journalists for $1 million to get the expertise to make sure that they could respond when negative articles come out."
"I heard a mention of a Sarah Lacy and overheard Emil say that he felt terrible that by writing an article, Sarah had actually suggested that people choose less safe alternatives based on a charge of sexism that was really a personal attack on the CEO with no basis in fact. Emil then said that Sarah wouldn't like it if someone wrote false things about her or published an article that was factually wrong because we all have done things in our private lives we are not proud of."
Even this version still sounds much like a plan for a well funded astro-turf operation with an implicit threat to go after journalists, specifically Sarah Lacy, no matter how flippantly, casually or politely it was said.
That might actually make for an interesting dinner conversation. What could a company do to protect itself from attack pieces written as actual journalism. It's bias masquerading as fact. A possible solution to that might be to investigate that bias and expose it (if someone writes an article for a company who has a major investor also invested in a competitor - maybe the public SHOULD know that, even if it's not disclosed because the writer isn't really a journalist but is pretending to be one on a blog). In fact, that shouldn't be too contentious of a position.
The problem was that 1) the quote makes it seem like the Uber Exec somehow advocated actually doing that (it sounds like he didn't), and 2) It requires knowing the context (that it's with regards to unethical bloggers who write biased attack pieces because of a conflict of interest they don't mention and not applied to ALL journalists). It's a complex point that requires context. The buzzfeed writer intentionally misrepresented that for clicks, but that's what buzzfeed does.
For one thing, the response from Uber has not given the indication that this story was misrepresented, but rather has reinforced its reliability:
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"I wanted to apologize to you directly — I am sorry. I was at an event and was venting, but what I said was never intended to describe actions that would ever be undertaken by me or my company toward you or anyone else. I was definitively wrong and I feel terrible about any distress I have caused you. Again, I am sorry."
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"The remarks attributed to me at a private dinner — borne out of frustration during an informal debate over what I feel is sensationalistic media coverage of the company I am proud to work for — do not reflect my actual views and have no relation to the company’s views or approach. They were wrong no matter the circumstance and I regret them."
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There is no indication there that the reporting was false and those quotes are direct from Emil.
The writer neither acknowledges his own conflict of interest nor does he give any indication that it's an answer to a hypothetical question. The real answer is that the uber exec isn't going to do anything about the attack pieces because they haven't done anything about them.
I suppose I'm somewhat inclined to discount BuzzFeed's reporting. It's probably not fair of me, but my opinion of them has definitely been dragged down by the general "clickbait-y" property of the site as a whole.