Regarding the down-votes: it's the second time in a week that Jeff publishes something free of any interesting content and makes it big enough to reach a large audience while mentioning each time that he's onto something but can't say anything about it. If that's not a PR exercise, please tell me what it is.
I met Jeff Atwood while I was in San Francisco last month and thought he had a good story that hadn't gotten much mainstream press (for example, StackExchange was covered by the New York Times, [http://www.nytimes.com/2011/02/07/technology/07question.html...] but that story didn't go into the origins of the company or Atwood's "secret agenda" of tricking developers into being better communicators). The story wasn't assigned, I pitched it to Wired because I had the opportunity to interview Atwood.
I think of Atwood were to pay for press (which I very much doubt he would do) I assume he'd do so when he actually had something to announce.