Define "pump" vs. the "buy the rumor" that almost every other company on the exchanges experience when news is pending (or at least investor/traders believe it is). I don't think anticipation of PR's is the negative thing you imply. Ever notice how Apple rises before MacWorld? Is this "pump", or simple market behavior?
I think your post would be more accurate without the last word. That is the history of CES, for LOT's of companies. This is how traders make their living. It certainly doesn't necessarily reflect poorly on the company in all cases.