That's a generous interpretation.

I see it as just preparation for selling the space. After a few months of "tips" they go to companies and say, "hey, you know those tips we have in our PRs? You can be in every 10th one of them for X dollars?"

I could totally see them priming the ad engine; next step would be "PR tips get viewed by X million eyeballs a month; how many do you want to buy?"