Maybe but it's Real fluff. It's not like some companies that post a pr' for how they were covered by a news source. Which they've done also. Although the news sources that they fluffed are good news sources, there is a difference between a good source and a complete crap source.
It really all comes down to internet hits. If a company didn't do this, especially on the OTC level you would've likely never heard about them, or at least many people wouldn't.
There's a lot of info on the simple term "medical marijuana" when you build "page rank" with search engines it can allow certain terms if you use them frequently enough to become synonymous with whatever you're trying to associate it with. Then your website will see a better rank from that term, the whole purpose I guess is to get your product/webpage in the top first result or at least on the first page.