Hi Roger; You know I think you're a good guy, so I don't at all mind you dogging into this. Most companies have a PR machine. I've worked for many and you may have too. These folks (in the old days) had a clipping service that would clip any printed news mention of their product. Today with the web it's likely much bigger.
The only company that I have any inside knowledge of is the N camera company. That company has a wing that does anything it can to put their hardware in places where it will get positive viewing publicity. This includes feature films, TV spots (if there is a camera in the spot - they want it to be one of theirs), and they will give cameras to folks who might serve as an endorsement. They also pay to have their cameras placed in non sponsored ads and feature films. Look at what Nikon and even a bigger player, Hasselblad gained in ad value for their work with NASA.
I saw this with a photographer friend, a Leica user, who was often photographed working. He likely sold a lot of Leica camera gear to want-to-be rock music photographers.
If Nikon could get Brad Pitt to pack a Nikon rather than a Leica, they would surely give him a new one at every release.
That was my meaning.