PR firms employed by corporations (e.g. Automattic) shop story ideas to media publications, including access to the subject (e.g. Matt). It is possible, but unlikely, that Protocol just randomly decided to write this piece.

What’s in it for them? Well, people do genuinely want to read these stories. It’s “win-win” for the writer (makes their job easier/they get access), the publication (eyeballs), and the corporation (positive story reaches the public).

Source: in my role at my company, I am occasionally asked to collaborate with hired PR firms to promote similar efforts.