In all the coverage of Tim Cook taking over for Steve Jobs as CEO of Apple, the media is shying away from reporting that Cook is gay, writes Felix Salmon. He notes that the Financial Times' Tim Bradshaw was roundly criticized when he noted it in a tweet, as was Gawker when it published a story in January. Even if Cook's sexuality is irrelevant to his leadership of Apple, Salmon writes that it's newsworthy "that the ranks of big-company CEOs have just become significantly more diverse. ... There’s no ethical dilemma when it comes to reporting on Cook’s sexuality: rather, the ethical dilemma comes in not reporting it, thereby perpetuating the idea that there’s some kind of stigma associated with being gay." || Related: How do you say he's gay? | Why 5th Estate addresses Kagan’s sexual orientation & mainstream media ignore it