[throwaway6497]

Interesting that branding is not important/creatively skirted when negative news is involved. Doesn't come as a surprise. Wondering, if this is intentional. Difficult to imagine that the company is spoon feeding an NY times reporter the headlines. Always saw SoFi everywhere in ads and branding. Social Finance on Google doesn't rank SoFi in the top two organic search results. Wonder why the headline is Social Finance instead of SoFi though there is mention of SoFi in the article.

[CPLX]

Maybe they put that in the headline because that's the name of the company. Doesn't seem particularly confusing to me.

[greglindahl]

The NYT frequently uses full company names, for example they used to refer to SpaceX as "Space Exploration Technologies", and they still put periods in places where other journalists won't (I.B.M.).

I wouldn't read anything into it other than the NYT marches to the beat of a different drummer.