Online financial news sites don’t just report on the Net stock madness, they get rich from it. Can they cover the market while being part of the hype? As Internet stocks froth up, down, and back up again, they have become one of the biggest stories of the decade. Eager to ride this wave, online financial news services are themselves going public-or at least hinting at the prospect. So how does a Net-based financial news service objectively cover a market in which their reporters have a financial interest?