Could it be they are doing this in anticipation of a potential BU-chain fork, so that plenty of burned investors spread the establishment's favourite form of Bitcoin news: "Bitcoin is dead"? Considering these people are supposed to be marketing themselves as/to financial analysts and investors, you'd think they'd actually do a meaningful risk assessment.
Actually they have no choice. Expecting big rise of Bitcoin in the near future they want to be the first letting their audience to know. It's really interesting times we live in, media who were always going negative on BTC now is spreading good news about it.