There's a discovery problem here. An article on TechCrunch is more likely to earn your company reputation among your peers (other companies and investors) than

There's a discovery problem here. An article on TechCrunch is more likely to earn your company reputation among your peers (other companies and investors) than do anything for your user experience. And the best start-ups are 100% focused on the user experience, not on their "inter-corporate reputation". TechCrunch needs to actively search for these start-ups in their earlier stages in order to cover them. The best early-stage start-ups won't go to TechCrunch until they've already gotten big.