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Because not only are you providing people with lessons in how to use the tools, you are making them think about how they relate to other people's content, learn how other sites handle feedback, notice what works in design and this feedbacks into what they produce.
Always thought that the value is not in 'how to set up a blog' but in guiding people over time to get the best out of a blog by making new connections and realising the value of these in the long run.
(bit of a disclaimer, I've worked with Paul on talks about how to use a blog effectively)