Marketing is necessary to a degree, and insofar as marketing gets potential consumers knowledge of devices they may want, it's important that marketing happen.

But what this blog is essentially saying is that Gizmodo ruined Apple's hard work of marketing the phone by publishing pictures of the phone. That's absurd. If publishing pictures of a device in a neutral manner depresses a device's reputation, that device is not as reputable as its marketers would have you believe, and their work should be torn down.