I think it does work like that. Companies do spend money to promote heir products in non obvious ways. Nowadays Influencers use products even without stating that they are being sponsored. There were news that gas companies were paying Influencers to make photos cooking over gas stoves. This hangs also on the opinion many seem to have that cooking with gas is much better then induction or similar.
Companies also pay for "news" articles sometimes. Sometimes you see these "news" articles about the super innovative startup in your area that is about to unleash the next big thing into the world. You read and it's only an article built on promises. No actual thing that is worth reporting as news happened, but the company is now featured in the news papers.