You are right that they cannot control the language used by journalists. But then can loudly respond (many journalists would give Altman a platform) that the AI did not go "rogue" in any sense of the word - it did what humans told it to do and they failed to put sufficient security in place to prevent that. Instead they continue to lean into the personification which creates confusion about the abilities of their technology. Of course, it's in their interests for people to jump to false conclusions from that personification. The people at OpenAI are certainly smart enough to know all of this.