Classic case of a corporation gaining gazillions of dollars of free promotion simply by inventing a story: http://www.bbc.co.uk/news/business-11520930.
To be fair, there may be more than a kernel of truth in the original 'story', but boy has Gap successfully milked it for all it was worth.
So are the media outlets suckers? No, they're just playing the game. They know it is far cheaper to simply recycle a press release than to approach it with journalistic scepticism. The former is just commercial sense. The latter would be... like... ethical or something.
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