I've always assumed secrecy is from companies who do not want coverage yet. Techcrunch etc. get their panties in a bunch over new companies and stay "relevant"

I've always assumed secrecy is from companies who do not want coverage yet. Techcrunch etc. get their panties in a bunch over new companies and stay "relevant" by covering them, so when a new company appears and it's poised to get attention in the future tech sites want to report on it NOW, except for a company it's crucial you get reported on at the right time, you get the traffic when your product is ready for the "general public". We all know they browse sites like HN and reddit looking for stories, they're not going to sit on their hands when they see a potential story. Tl:dr; my assumption is to avoid tech sites reporting on them until they choose to be reported on.