I think it is a smart move.
Not only do they get a chance to incorporate a new technology, they also attract tech talent to their company.
And not only this, with those "news" they start to spread his word, so they have free publicity.
As you said i think this is a great and smart move from them, seriously, how many like them we will se in next months?, anyway, this are good news for the bitcoin world, at least IMHO.