Who does Fast Company ever serve with an article? The charter of Fast Company is to identify what the cool kids are talking about, digest it, and regurgitate it for the kinds of people who use magazines like Fast Company to keep up with trends.

With a few notable exceptions this is how all print tech journalism works.

I think you're looking for a semiotic value to Fast Company stories that doesn't really exist. They aren't getting written up because something important is happening. They're getting written up because people have been talking about them. That is probably literally the only element of newsworthiness underpinning the story.