Today endlessly irksome media columnist Jon Friedman writes: "It's still hard to believe that a monthly, which has published a total of two issues, can seem so important. Yet Portfolio has taken on the aura of a big-budget Hollywood production, where pandemonium appears to be everywhere. Unfortunately, the magazine raises comparisons with "Heaven's Gate" and "Gigli." ("Do you even remember the latter's plot line?" Friedman asks. Sadly, some people do.) Friedman trots out Portfolio's publisher David Carey and Conde publicist Perri Dorset to dismiss the hubbub and claim that everyone's just talking about their stories. And, for real? It's "hard to believe" that this magazine—for which Conde Nast crowed about spending $100 million and poached nearly every business journalist with a pulse and maybe one standout clip—"can seem so important"?