I totally agree with you, but let's be honest, in this publish-or-perish world in academy, and the cut-throat environment of VC-funded start-ups, people will, if not outright lie, exaggerate the nature and importance of what they are doing. Too much money and "prestige" is at stake.

The "right" way is slow, lonely and unglamorous. And most importantly without that fast money, acquisitions and promotions.