From a different point of view, I don't see using PR to have lower fees very ethical. It looks to me like "lower our fees, or we are gonna trash you in our PR, and you know we have a good reputation".
What would the more ethical alternative be? To just take the deal on offer or silently move on?
They get way nastier than PR pieces.
It seems to me that CERN is a research institute but whether that is counted as an academic institution, from a licensing POV, is a different question