This is the nature of popsci journalism for sure. Combined with the startup funding (/grift, often) hype cycle... Ugly

One time I had a PR person from my school suit down in my office with me. He really wanted to hype oeut research. I was a wet blanket - probably overly so as I'm actually people-pleaser plus under-promise over-deliver which was incompatible.

I ended up kinda struggling and seeing how disappointment, almost annoyance, all I could say was 'go talk to [my professor], he's much better at this'