The amount of PR generated by tech companies mostly in Silicon Valley like Google, Apple, Samsung, Facebook, Tesla and Amazon is staggering. Tech companies seem to own the media. Even more interesting, companies that are less tech but still funded by the same backers as tech companies such as Andreessen Horowitz also seem to have a lock on the media.

Case in point… A very novel company Nature’s Best has a drink called Java Pro. I haven’t tried it but I’ve been meaning to. It’s a meal replacement drink and coffee in one. It gets covered in publications like Muscle & Fitness but not on tech blogs and the like.

Which is why when Soylent launched their new meal replacement beverage this week which also has coffee in it, I marveled at the media coverage. It was like Soylent invented the idea and the category.

In other words, the VCs in this business seem to have to have the luxury of funding a company and having their association, increase the press such a company gets.

Wired for example marveled at the beverage saying, “It’s a quick, healthy alternative to a drive-thru when you don’t have time for anything else.”

There you have it, the built-in Silicon Valley advantage. How do companies outside this magical sphere of money and influence compete in such a world? Perhaps they can’t.

Update: August, 23, 2016: As I was saying – the tech press continues to be enamored.