As communications professionals there are two main reasons why the NZ Muscle story is of interest. The first is interesting indeed, the second more concerning. The first is the breaking of the story, the second is what the story states. Coming from media backgrounds - we are always watching the changing shape of media and consumption - and initially, as word of #Musclegate broke, we pondered - Is this really the future of investigative journalism? :-/ Consumers seemed to be