From what I understand, the people who do the advertising for Samsung in the UK (Conde Naste) where the bloggers who got the free Samsung phones. And those 4 people happen to work the sub-brand of the company that works for Conde Naste. And the news happen to break from Wired magazine, again, a Conde Naste company. Does that strike you kinda of odd.
Samsung seems to only give out phones to certain bloggers and twitters.