Treventis has been around since 2008, so I don't know if I'd call the "new"....and they need funding. They're not public, but they still need to raise $$$, either in the form of grants or from angel investors and VC.

The dark side of journalism involves writers selling their services....although it doesn't have to be for nefarious purposes, sometimes the motives are in fact honourable as it would appear to be the case here. Treventis needs exposure to attract potential investors and fund research and keep the lights on.

Resverlogix by contrast has its financing pretty much locked up....why engage writers to hype the company?