As a foreword, I like incubator companies because they tend to ship nice looking, solid products.<p>In all cases you stated - "Who you know" matters more. Not context.<p>I/You/Anyone could make a "twitter for families" or a "twitter for sports" or a "url shortener for bacon" or whatever & it would not get written up on techcrunch - unless I/You/Anyone knew someone there (at TechCrunch) or was part of an incubator (like YC/TechStars).<p>TechCrunch needs some news, even if it is mediocre, every day, covering every company from every incubator is a good way to keep that news flowing.