This is an example of what public relations is all about. SpaceX pioneered reusable rocket boosters and cargo carriers, which have cut down the cost of spaceflights dramatically. Each time one returns to earth safely, it is another feather in the company's cap. This was the "third round-trip flight with a reused Dragon capsule." The company can confidently say that it is a world leader in multiple use of spacecraft. Since that is the future of the industry, SpaceX can claim legitimately that it is ahead of its competitors and even of NASA. It is not spin if one is doing it. It is public relations.at its best.