From a reliable industry insider:
Originally Posted by BDA Meeting in Fukuoka
The BDA has formally kicked off a new PR campaign called "Phase Hydra"....its purpose is to seed "high profile" forums with Blu-ray advocates and target bloggers to promote Blu-ray to get the word out to the world...the campaign will also focus on "smaller, independent studio issues"...
Coming from Sony, the company that created fake movie reviewers to promote their theatrical releases as well as fake PSP users to promote the PSP for XMAS 2006 (iwantapspforxmas). Think NVNEWS was targetted?