The media's only motive is to capture eyeballs. The people downplaying the drug to the media are trying to prevent a run on the drug before results are known, before everyone is so convinced of its value that nobody is willing to be a subject in a trial (too late for that), before everyone in the NBA, MLB, NFL, and NHL and Forbes 400 has bought every last pill and the doctors treating patients and doing trials can't get any. It's really tough to run a controlled trial when the public has heard a lot about a drug and nobody is willing to be a control. Very understandable. Even the doctors start doubting the ethics of a controlled trial when there's been a lot of press about a drug.