[tytso]

I very much doubt whether the MIT Press Office cares about what Hacker News thinks of their brand. What they do care about is what Sarah J. Student's parents think when they are trying to encourage their progency to attend Harvard vs Yale vs Stanford. And positive press is good towards achieving that mission, even if it is a bit click-baity. And since all universities are playing this game to one degree or another, it's asking quite a lot for one univesity to unilaterally agree to disarm.

The other "brand" that universities care about is the their reputation by their professor's peers when it comes to hiring the best talent for their departments, and with the granting agencies who are deciding which research proposals they should fund. And here, what matters is the peer-reviewed publications at various academic journals and conferences. Whether a university's press office puts out a press release, which then gets mangled by various newspapers, doesn't really have negative or positive effect when it comes to how a university's research work is measured by the People Who Really Matter --- namely, other professors and the people who dispense the cash. Hacker News falls into neither of these two categories.