This is basically the same problem of products astroturfing reddit, or SEO optimizing google. You want a new X, and so they heavily go after the keywords associated with it.

This is sort of why "brand" matters; it provides a source of trust.

Encyclopedia Britannica used to be that source of 'facts'. Then it became whatever page-rank told you. Eventually SEO optimization ruined that.

News stories are the same thing. For certain groups, they have their 'independent' publication whose reporting they trust.