It's not about being lazy... it's about protecting yourself from criticism when running an advertisement.

If a PR company wants to pay for a glowing review of their product, you can give it without really damaging your reputation if the product isn't great by featuring a story on someone else's review. I'm not saying that happened here, but there is no way they aren't testing the water for this approach.

I saw the same thing happen in Star Wars prequel promotion. When you see more stories about the line outside the theater, than actual reviews of the movie... something funny may be going on.