Its pr for their program. Regardless if scouting news is legitimate or not they are considered a reputable resource and the rinks or teams out of those rinks the kids play for will publicize that all over the place. They hope it lures more players to their program so they can take more peoples money. Parents dont know otherwise, their kid is getting press and that is all that matters to them. Their kid is big time because some guy wrote his name up online and says he can play.