No wonder people find it tricky to be interviewed by the media. Exxon Mobil CEO is quoted on CNN.com as saying "Use less of our stuff" which is a headline summary of the quotes in the piece.

But does the following: "We just have to ask people to make sure they are using energy wisely" and "Be efficient with it, don’t waste it." mean use less of our stuff? In fact using the product ‘wisely’ and efficiently, has a different meaning from what the headline implied. If the head of Toyota Prius made a statement about "using our technology wisely," would a headline on a story about hybrids be phrased ‘Use more of our stuff?’ 

Headlines are dangerous, especially in a world where information gets indexed, is retrievable, and lives virtually forever on search engines. There’s a headline about Steve Jobs telling a hacker to shut up, that goes back to a story from 1981, but lives on thanks to Digg, which provides the link.