I think if you’re a researcher with an incredible result in a pre-print then going to the press to “own” the story before it’s been peer reviewed is fine by me.

I think if you’re a researcher with an incredible result in a pre-print then going to the press to “own” the story before it’s been peer reviewed is fine by me. The risk is that someone else sensationalises the story on your behalf and you don’t get to temper expectations with facts. I think the British researchers did that quite well in the BBC interview yesterday.