The New York Times has a piece in the Sunday edition covering tech start-up Pownce. I remember thinking it was a pretty big deal when the NYT started covering the new social media sites like Digg (also started by Kevin Rose), but now they seem to be hitting up various stories in the Web 2.0 sector with a pretty good frequency. They seem to want to be so “hip” in fact, that they even go so far in this article as to use the term ‘Pwn’ – though just to explain it.

“It’s possibly no coincidence that the name Mr. Rose chose for his new venture suggests the Internet gamer’s jargon “pwn,” which means to take control of a system by exploiting some vulnerability.”

Of course the article ends with the Times suggesting media executives should come down hard on Pownce’s file-sharing feature. Pwned?