From an author's perspective, citing a paper is not an endorsement. For example, a paper's intro might have an overview of how others have attempted to solve a

From an author's perspective, citing a paper is not an endorsement. For example, a paper's intro might have an overview of how others have attempted to solve a problem before. Citations there will comprise a very concise summary of techniques from others, often pointing out limitations. From the perspective of a PR team or agency, they aren't in a position to independently evaluate papers, let alone disavow a paper that carries the name of the company.