You have to use press to your advantage. If its important to your customers, make sure you are covered.

My point was - Don't enter a market because press thinks its a good place to be in. There are two reasons for that

1. Most press stories are mostly driven by PR. There is a PG essay that also talks about it.

2. Press is late at identifying trends. If press says its a great thing to get into, it means you are already late to the party.