I don't know why people have to pick on PSA over everything. Obviously, they are not the New York Times. This is just a color story that they thought might be interesting to a few readers. PSA has stories on high end collectors, dealers, and so forth. Here was a recent story of a board member on the PSA board whose wife died of cancer:
Link. Basically, if you read enough of these stories, PSA tries to focus on the communal aspect of the hobby about how collectors help each other. And of course, they usually get a short speech on how the collector really likes and recommends PSA.