"The real question is whether the discovery is important or interesting. And whether it is surprising. [...] OK, why does Wolchover claim that it is interesting or surprising? Because they gave that formula to Terence Tao, a Fields Medal winner, for him to say something and he didn't know the formula and even expressed doubts. [...] So that's how it works. If you want to promote a new chocolate candybar, send a formula – or the nutritional values from the package – to someone like Terence Tao, to a darling of the media. The popular science writers will do the rest."

https://motls.blogspot.com/2019/11/hype-about-formula-for-ei...