You, the HN reader, are not the target of this. Of course it ticks you (and me) off the wrong way - but your reaction is likely an unintended consequence!

It's excellent PR because it creates a coherent David Vs Goliath narrative that journos will buy and so will the bulk of the non-technical populace. A few more variations of this in different publications, and you'll see that it might seep into the public consciousness.