Did you see the Times' PunditFact folks did one of those Reddit AMAs?
Read the whole thing -- but this is my favorite answer, from Aaron Sharockman, the editor of the enterprise: I think it's our job to give you the truth. Plain and simple. If we know someone is lying or saying something that is inaccurate, I think it's the responsibility of a journalist to make that clear. We're more than stenographers.