PR is a bad word lately though. Blame it on the cynicism of our times or a general mistrust of public figures, but those two letters conjure up images of spin doctors, damage control, deceitful manipulation and ignoble ends in the minds of many.
edit: not that I think M&M are up to it -- I believe that while there is positive PR being generated by their actions it's not the primary goal of their actions to generate it.
So why would Mort say his main role was PR?
To give you something to wank over, if this thread is any indication.
Really I guess I missed where he said that. The point still stands that it doesn't make their actions any less genuine except to the overly cynical and caustic.