In today's Fortune, Michael V. Copeland unleashes the war metaphor.

In the consumer-technology blogosphere, the rivalry between Engadget and Gizmodo is as lively as a big-city tabloid war.

Where might he have gotten that angle? Here's Nick Denton (owner of Gizmodo's publisher, Gawker Media) on Sept. 6:

It's been the blogospheric equivalent of the great newspaper tabloid wars. For three years, Gizmodo has tussled with Engadget, the rival gadget blog.

Engadget's Ryan Block is dismissive:

the spin being, of course, that there's this huge, bitter public rivalry between us and Gizmodo. I wasn't sure how they were going to pull it off since it has all the makings of a non-story: two very different publications with two different angles and audiences.

Gizmodo had their say:

While nobody's screaming, "Cry havoc! and let slip the dogs of war" (Shakespeare's Julius Caesar), we do have a competitive instinct around here,

(Subtle message: Gizmodo is high-brow; we quote Shakespeare. But, we're not sure if our readers are as literate as we are, so we better point out that it's Shakespeare.)