[netcan]

I think the more interesting question might be why does this sound shady. It's not coincidental. People have a tendency to regard press 'deals' as very shady and be very suspicious that they are occurring.

[qhoxie]

It only sounds shady the way the author spins it. PG explained it in plain language above, and it sounds normal there.

[wmf]

Exclusives are shady because companies use them to "buy" uncritical press coverage. It's not clear that there are any exclusives here, though.