I think it safe to assume that companies don't typically get this kind of press without having some legitimacy.
Seriously....... there's plenty of terrible companies and outright scams that have had great press in both Bitcoinland and the 'Real' world.
Publicity is great when you have a product to sell, but you usually generate publicity after you've launched the product.
Obviously there are exceptions. Those that do get this level of publicity are overwhelmingly legitimate.