But as in the case of WikiLeaks' massive Afghanistan document release, the site didn't depend on the media to publicize the documents, instead uploading them into a searchable database on a site called Diary Dig and allowing people to rate and comment on them on a site called War Logs.
Oh, and just in case this whole saga wasn't sordid enough already, the "leaked document" making all these waves today is actually a statement by TechCrunch's lawyer made in support of a motion to enjoin Fusion Garage from selling the JooJoo, and it's been publicly available since February 22, when it was first filed -- you can check the whole thing in the PDF below.