As has been discussed many times, any serious business coin should have its own private farm to always ensure a certain amount of hashrate is securing and processing the blockchain, and it's usually a farm owned or supported by the coin's owners.
EXACTLY. A private farm, OR a mining pool of people that assumes the roll of your private farm. A combination of the two would be best. It creates a demand for the coin by applying consistent buy pressure. Maybe that is some of the "big news" that has people all excited?