Really a Gorilla game. Seems like PR firms & outlets hate each other & need each other. What's to stop outlets screwing PR companies? They stop working with them. What's to stop PR companies screwing outlets? Not working with them.
It makes sense to threaten retaliation but actual retaliation does not. At least not without Robert Aumann weighing in.
Of course, companies and PR firms can choose to not bother with TC, but they're the 800 pound gorilla of the tech media. But would four 200 pound gorillas be better than one 800 pound gorilla?