My point exactly.
The most trusted media outlet who wrote about E-Cat was Forbes: http://www.forbes.com/sites/markgibbs/2011/10/30/believing-i...
It is worth noting that the Italian Patent Office first rejected Rossi's patent on claims it was dubious, but they finally recently granted it in April 6, 2011: http://www.uibm.gov.it/uibm/dati/Avanzata.aspx?load=info_lis...
As I said, Rossi and Focardi are very bad at making themselves look credible. Hopefully, over the next year or so, the situation will clear up.
No serious journalist would touch this without a ton of caveats, and then what's the point? So a lack of massive mainstream media coverage doesn't really mean all that much.
Especially given that these guys seems to be secretive, which is understandable whether or not it's real or a scam - if the process is easy to reproduce, and claims are that the process is very simple, and thus if the effect is real they're probably worried about someone copying it and finding simple ways around any patents they might apply for.
Of course the second reason to be secretive would be if it blatantly is a scam or they have failed to make it work and refuse to accept that they won't find a way to fix it.
And history is littered by companies like this that claimed to have similar stuff for all kinds of reason and then just fell off the radar after it turned out they were frauds, wrong or delusional...