Comment by GCA10

I like this perspective. Being seen as genuine thought leaders (as opposed to all the posers out there) is good for the brand.

Running a small press is a pretty cost-efficient way of doing this. To me, it's more like Intel's days of sponsoring high-school science fairs. It's low-key, long-horizon marketing that doesn't instantly lend itself to ROI calculations, but that can be a boon in a lot of ways both obvious and oblique.