I assume someone is already at work on the script for the next big wine movie, after “Sideways” and “Bottle Shock.” This one will spin the story of the magazine that followed the Publishers Clearinghouse model: Send money, win big. What I found most fascinating is that Goliath was humbled by a non-MSM David. Mrs. Friend could have nailed this fraud to the international wall if she had been able to use the tools in the new-age arsenal, but it’s fascinating to contemplate why the truth that she couldn’t is both a good and a bad thing. It really isn’t very journalistic to report under false pretenses; there is no way the NYTimes could have or should have let her run a scam. At the same time, though, this insistence on ethics lets an awful lot of Wyle E. Beards get away. If I were the enterprising type, I’d be dreaming up a reality show with a fake restaurateur landing a gig at the Carnegie Hall for chefs. Wait. Isn’t that reality?