Angry Birds is a bit of fun and all that but so what? Why have I read about this release on almost every tech site I read when those sites largely ignore games in general? These Rovio guys sure know how to manipulate the media!
As you tire of gorging on Cadbury's creme eggs while waiting for the new Doctor Who to come on, why not turn your attention to Angry Birds this Easter - back again with yet another Seasons update. Easter Eggs for Angry Birds features 15 spring-themed levels, where the pigs wear bunny ears and there's plenty of golden eggs to …
Lots of people play it, many of whom will read about it, thus advertising revenues will (hopefully) increase off the back of articles about it.
By your own admission "I [have] read about this release on almost every tech site" -- so you're halfway there, all they need from you now is to click through an advert and its mission accomplished.
You didn't think that news articles were solely for the benefit of the reader, did you?
It's not a case of manipulating the media, it having a fun game with a huge amount of free updates.
Very few companies have this and as such Rovio receives some attention.
Same as the new Alice coming out on consoles, the original game is provided via download code to those who by the sequel. As such, more people will buy and generate more publicity.
Good idea in my opinion.
And yes, I enjoy Angry Birds and have all of the games on my iPhone.