The only other motive it suggests is garnering as much publicity for their innovation/company as they can. Facebook is notorious for being able to magnify a sm

The only other motive it suggests is garnering as much publicity for their innovation/company as they can. Facebook is notorious for being able to magnify a small announcement into a big event and reap the dividends -- remember the announcement of a redesign via 60 minutes? If you can get media and influences to come pay attention to cool stuff you're doing, why wouldn't you?