It's all positive promotion and, for one, it's more than welcome! Let's be thankful there are people outside of the Bitcoin industry willing to promote it, otherwise most mainstream exposure would be due to negative news such as Cryptolocker and Bitcoin ransom.
Exactly, like the news that i read yesterday from this forum about the google devs, they was "promoting" bitcoin on his YouTube channel, we cant expect nothing better than that, spread the Word of bitcoin is always welcome and thats exactly what they are indirectly doing.
What we should do is to retweet them too.That's what I'm always doing. People here so often complain why Bitcoin doesn't take off and why it is not that much known outside the space.
And when finally guys like Tony Robbins, googledevs and Ashton Kutcher for instance with huge user bases are posting about Bitcoin, we as the community should definitely show some positive reaction to that and participate with helping out to understand what others don't know regarding Bitcoin and give a few more informations when asked for. This is done in a few minutes by writing just some words and giving one or two useful more links.