It was definitely contrived as she had a helmet cam on, "randomly" bumped into Rupert Murdoch, etc. Her written review was more positive in that it was "I like it, but won't recommend it since the next version will be better."
I was surprised they didn't send it to more non-tech reviewers. That said, if a writer in Vogue says it's ugly and she won't wear it no matter what it does, that's probably worse than anything that some "geek" writing for the Verge can say about it. On the other hand, the review in Self was pretty positive about it.
I believe someone here (might have been you) said the Today show loved it. Perhaps Apple needed to go that route more.