Re: Oh look, another one.
The problem isn't even the mass media - they don't pickup these stories.
It's the University publicity dept that crawl the research labs looking for anything that is potentially commercial-able or even just newsworthy.
The announcement has put the university of wherever in the news, to potential students, to alumni, ro donors, to startup investors - with a bit more spin it could be known as "the" place fro battery research.
Even if this research goes nowhere the publicity is probably worth a few $M