When it's the strongest signal you have in your business, as an entrepreneur you've got to sell it. And in self-interest, TechCrunch wants to help sell the story so they're going to use the strongest signal the business will give them to validate relevancy.

Those are likely the mechanics at play when the result is a title like that.

Like you're saying, it's not really impressive, but it's probably the most interesting thing about the business (fortunately or unfortunately).