I don't know the exact details, but you'll notice that there are only 6 companies being profiled in the show. Ten companies went through the NY program in that cycle. My understanding is that each team was given the option of participating in the show, along with appropriate caveats. I doubt anyone from TechStars pressured them to participate, although the folks from BloombergTV may have. In theory, TechStars founders are supposed to be smart people: they surely knew the risks to perception and weighted it against the rewards of exposure.

EDIT: Melanie says I'm wrong. Color me surprised.