Opening moves and first impressions are critical, and if we blow it, the competition will bury us. They are an electronic search engine, and we are a human search engine. Frankly, I wouldn't send press releases to our competitors. Or at least I would send them carefully sanitized versions. What few competitors remain are sizing each other up for mergers or takeovers.
First impressions are very important.
However, people have to know about us in order to have a first impression. Not many people will have a 'first impression' by merely glancing at the Yahoo article. Their first impression will be when they click on the link. Which is why there's no such thing as bad publicity. In fact it states quite clearly what we do.