Hard to say, really. It could be organic, but then, it is in the interest of Chia to spread the stories about "hard drive shortage" - like all crypto schemes, their best user base are people who will see an article about cryptocurrency causing a social-wide issue, and read it as an opportunity. The people who see a disaster and their first thought is about how to profit off it.
The part introducing the term is at the beginning:
"Why do the media keep running stories saying suits are back? Because PR firms tell them to. One of the most surprising things I discovered during my brief business career was the existence of the PR industry, lurking like a huge, quiet submarine beneath the news. Of the stories you read in traditional media that aren't about politics, crimes, or disasters, more than half probably come from PR firms."