Because the launch of a new phone, Techcrunch (Arrington) and Leo Laporte (nice guy but still marketing) don't have anything in common with a PR campaign or marketing campaign at all. Maybe Leo isn't guilty but Arrington does try to get controversy going. Nothing wrong with that in the PR business that he is in, TC does it well.

Judging by the reaction to this event and the response to my saying there is a probability of a PR stunt, I would say stuff like this is easier to pull off than you think.