Because they used it as a way to cultivate attention to their company.  She was a Glamour &quot;Woman of the Year&quot;  <a href="http:&#x2F;&#x2F;fortune.com&#x2F;2015&#x2F;10&#x2F;29&#x2F;theranos-founder-ceo-elizabeth-holmes-feminist-icon&#x2F;" rel="nofollow">http:&#x2F;&#x2F;fortune.com&#x2F;2015&#x2F;10&#x2F;29&#x2F;theranos-founder-ceo-elizabeth...</a><p>Her pedigree, looks, family $$, being a Stanford dropout, blonde haircut, blue eyes, Steve Jobs drag and surfer voice (she took vocal coaching to deepen her voice to sound more like a leader) all combined as tantalizing catnip to the press.  Theranos knew this and purposely stirred up a media storm focusing singularly on Holmes, NOT on the technology.  Almost like it was constructed like a sleight of hand so everyone would be distracted by the cult of personality around the pretty blonde founder and ignore their lack of peer reviewed research that their testing methods actually worked.