Stephen Chia, the regional head for NEM, a blockchain technology firm with its own cryptocurrency called XEM, says that the narrative should not be about bitcoin but blockchain technology.
NEM is a great project, and the discussion should indeed be about blockchain not bitcoin.
However news articles about bitcoin are far better as a route to mainstream adoption. Massive price rises, gold-rush mentality, freedom from governments and banks etc, even supposed links to criminal underworld... this all adds a touch of glamour which makes bitcoin (and hence cryptocurrencies as a whole) seem edgy and exciting, the new thing to get involved in. Conversely articles about blockchain and the merits and possibilites of the tech just wouldn't have the same mass-market pull.