Nichols and McChesney opine that "the maniacal media baron as portrayed in James Bond films or profiles of Rupert Murdoch is far less a danger than the cautious and compromised editor who seeks to 'balance' a responsibility to readers or viewers with a duty to serve his boss and the advertisers". They state that "even among journalists who entered the field for the noblest of reasons" there is a tendency to avoid any controversial journalism that might embroil the news company in a battle with a powerful corporation or a government agency. They observe that although such conflicts "have always been the stuff of great journalism" they are "very bad business", and that "in the current climate business trumps journalism just about every time".