Bloomberg has previously covered Steemit already.
While it is easy to throw them in the “leading the FUD bucket”, Bloomberg has also contributed lots of coverage on blockchains and cryptoes in last 18 months. That much even that there is no doubt that lots of old money is interested to move into a regularised sector as soon as possible. They have dutifully covered the Jamie Dixons of this world but nevertheless also continued to non-stop cover blockchains and cryptoes. IMHO they have been one of the most valuable MSM outlets for the crypto scene in recent years, better than Forbes even.