After Gods & Heroes was scrapped, developer Perpetual Entertainment was sued by their PR company. People are being sued all the time, and we should know, but in this case they were being sued for really interesting things: namely, a kind of "bounty" on initial sales based on their tireless promotion of the title. Is that common in these arrangements? I don't think most people consider that role especially powerful, but companies don't write in clauses like that for no reason. The articles you see on news sites are written by people you know, but the content, timing, and (if they can swing it) tone of those articles is typically part of a fairly scientific structure cooked up by PR. They contextualize the demos in their entirety, negotiate access, and stud their speech with tactical phrases they hope will find their way into the final piece.
