Surely it is a step in the right direction, whether you like Branson or not, projects like his bring attention to the possibilities of space tourism to commercial interests because he has shown that people will pay a lot of money to get themselves "outside of the atmosphere", some of these are very smart individuals that know exactly what the limitations are.
I don't mind it that much, it just pisses me off because it's a bit like saying that's its okay to bullshit people about Bitcoin and say it does things that it actually can't do in order to get people to use it, I don't believe in that kind of logic, if people aren't interested they just aren't interested. If you're going to do space flight, do it the proper way like the moon landing, don't do it through some bullshit marketing campaign like Branson is and lie about what your technology is actually capable of.
The really annoying thing is I think a lot of the media realise this and I remember some of them just use the title space flight to get peoples attention and then explain it just puts you in the atmosphere for a few seconds but it's still a really dishonest way of doing things.