Paying off a reporter is very different then paying for good PR. Just read what pg has to say: http://www.paulgraham.com/submarine.html

Don't be so nieve as to think all this good press just happens, well all still live by C.R.E.A.M. And it's not a bad thing, I love DB, but you can bet they did, indeed, pay good money for this. Did they pay the reporter? no. Did they pay for all this press? yes.