Why Is a PR Firm Paying to Accelerate a Search Engines Deployment?

Advantage for both sides? Will a PR company use information, opinions
and shared content – delivered hot off the press from a search engine -
for community´s sake?

I´ve read the offical statement of technorati and of course of Edelman as well. And still many question marks are left.

“[...]Both of these developments are testimony to the incredible changes to media,
marketing and communication that blogosphere is bringing about— and to the
increasing global reach of these developments.[...]“

The Edelman Trust Barometer states in the summary:

“[...]Blogs also serve as communities where information, links, opinions, videos, audio files, photos and other forms of media are easily and frequently shared, where elaboration can be offered, disagreements can be aired, and comments can be posted. Together, this collective conversation is called the Blogosphere, and it’s one of the fastest growing areas of new content on the Internet.[...]“

Let´s keep track of the development.