There have been a few articles like this, I presume we have PR folk shopping us around to journos. In some ways, the "gee whiz" and "look how quirky!" stuff is

There have been a few articles like this, I presume we have PR folk shopping us around to journos. In some ways, the "gee whiz" and "look how quirky!" stuff is highlighted because it's a novelty. That's how you get press: you do something different in a way that can be understood by others. Cutting through to the essence of anything takes time and practice, which a reporter doesn't have. For example: is Google all about free food? Of course not. Is Valve entirely their desks? No. Individual practices aren't Pivotal. Individuals are.