Wikitorial

Crazy. I don't get the purpose of this, except that it makes for an interesting wordplay...

From the June 12. 2005. LA Times:

“Watch next week for the introduction of "wikitorials" — an online feature that will empower you to rewrite Los Angeles Times editorials.”
...full notice here

Wikitorials?

To change an "editorial" which is (according to Wikipedia) a statement by a news organization, expressing opinion ...bla bla bla...
How can another one person change another person's editorial? That is in essence changing what is being expressed as their opinion. I don't get it.
Couldn't folks just write in and express their own opinion, and not change someone else's. Oh wait, those are called Letters To The Editor!