A journalist's goal is to communicate (usually new) information, not necessarily to write about harder to find, harder to describe stories. I don't think this is a question of low hanging fruit, but one of form factor and audience.
From a company's point of view, especially a startup, communicating a message that is both beneficial to you and interesting to others is damn hard work. To take your VWO example, and the context that it came up in last week with Optimizely, I think there is a lot more than having or not having a "hook." The people at YC do an awesome job of prepping new startups for their first press coverage, often on TechCrunch. There is the obvious benefit--that the company is funded by YC--but also the non-obvious benefit that the company is drawing on lots of experience in successfully getting good press coverage and avoiding mistakes that others make.