When I rewrite something for a client, I intend to make it better, clearer, less fluffy.  I learned to do that kind of writing/editing from 10 years as a daily journalist.  When a traditional journalist rewrites a press release, he screens out as much crap as he can before publishing it in a very abbreviated form.  Usually that includes erasing the quote from a CEO saying how "pleased" he is.  When a blogger rewrites a press release, he does the same editing as a traditional journalist, and then adds perspective, which is what traditional journalists used to be able to do.

Then there are traditional journalists and bloggers who don't even look at press releases before the write a story.  They do research and interviews to get a broad picture and write in-depth articles for major national publications.  We call those journalists, "unemployed."

Sorry if that offends anyone.