It's an interesting interview, worth reading in full (use Google translate if Danish is Greek to you), but I was especially taken by this part:
"The question is if people would like to be James Bond, or if they're happy just watching him on TV. People would like to read news, they sometimes even get excited about what they read, but very often they don't bother readig the documentation. As a result, we are mostly dependent on big media writing about it before people can be bothered reading the documentation." (my translation).
For those familiar with the once per cent rule, this is hardly all that suprising, but in the larger scheme of things I found it worth noting. Not at least for those who are despondent about the future of journalism (where there's demand, a need to me met, there's a market, right?).