The first instinct of a journalist when they hear your story is to reach for the “compare & contrast” story. No journalist wants to publish your press release or print what you tell them verbatim without saying, “while this new company is plotting a brave new world, but there are some storm clouds. Their competitors have already made some progress – here’s what they do and why it won’t be a one-horse race.” It’s almost a requirement of journalism – in part because that’s also what readers want.