PR efforts. I'm so cynical now that I'm torn whether this is someone driving a short position at a HF or some envirogroup fundraising off of it..
https://www.dailymail.co.uk/health/article-13084299/This-raises-alarm-bells-Four-five-Americans-test-positive-little-known-toxic-chemical-CHEERIOS-cause-infertility-delay-puberty-research-shows.html