Public Relations products

[guongdonglou]

Aside from all this, however, it's important to recognise that some of these new sports are little more than Public Relations products. Free running, for example, has long been media phenomenon, Even now, it is often more for show than self-development.Moreover, extreme sports often have a short shelf life. They will be the in-thing for a few months, but then get pushed aside by the next fad (时尚). So, let's put aside the extreme hype (炒作) and look at these activities as just another kind of sport.
怎么理解这两处划线部分？

 

[SuperXW]

根据作者说法，有观点认为，很多新兴运动都是作秀成分居多。“作秀”相关概念这段讲了四次：Public Relations products，media phenomenon，for show，hype。“作秀”和“宣传、广告”经常和“公关产物”的概念混合起来，被当成同类事务。