Don't be naive. The Mass Effect 3 ending is probably causing Forbes the most views on their blogs since the day they went digital.
They are only on 'our side' as long as that side / niche is available. They work by the same mechanisms of global commercial journalism as everyone else, which makes all -unfortunately- kind of predictable.
Eventually, Forbes will be lured into the PR trap just as much as any other outlet. You are either with or against the PR. And even the 'against' is itself a category to be exploited.
The key word here is 'exploited'. That's what PR does, most of the time. The PR dude who took over from the now-famous "OceanMarketing" is really the exception to the rule, applying some good old mom-and-pop store logic to how to actually promote a product and keep the market clean. I really hope that is the future of PR, but I think it's future is focused on an ever greater illusion of control.