There is a fine line, and you're right, the new Phase One camera is news. It's just the kind of news I expect to see on LuLa. As someone who's been inside Phase One, and who is currently inside LuLa, however, perhaps you lack some perspective.
From the outside, from the point of view of this one reader, it's looking a lot like LuLa is becoming a wholly owned subsidiary of Phase One. The most recent piece reads like the purest of hagiography. I noted the disclaimer, sure, but it didn't say "what follows is a paid advertisement from a sponsor" and yet the content may as well have been. Frankly, if P1 didn't pay for that placement, they just got the bargain of the century.