Great old saying about media relations: "don't pick a fight with people who buy ink by the barrel." Translation: usually, the media has a lot more firepower than you, so even if you're both angry and right, in all likelihood you should restrain yourself from going after them.
There are exceptions, however, and one of them is when you are POTUS -- President of these United States. Then, you can decide it's time to call out FOX News.
As a staunch and proud Obama supporter, I'm very glad they have decided to take on FOX news. They saw that other media were starting to follow FOX's lead, and it was important for them to fight back.
When is it ok to take on the media? When you have leverage. Generally, news subjects have very little real leverage, particularly after a story has run. You can use online tools to fight back, posting rebuttal information, for instance, but then you risk adding fuel to the fire.
When you're POTUS, you have lots of leverage. So it makes sense for them to use it.
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