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Once upon a time, when gadgets were gadgets, a successful reviewer could aspire to become a dorky middle-aged icon like Walt Mossberg at best, and a publicist at worst. No such fate for Pete Rojas, who recently retired as editor-in-chief of Engadget, the consumer tech blog now owned by AOL. Rojas, a Lower East Side hipster way too cool to talk to most geeks, is beginning a second act which would have been unthinkable for an earlier generation of tech writers. According to the New York Post, he's launching an online-only record label, called RCRD LBL, with Downtown Records.