Honestly given how dim of a view Apple takes of others tearing down their artificial walls, having the (legal) backing of a large company might be a good thing... assuming they don't shut it down of course.
Beeper does plenty besides PR stunts (which seems to have paid off)
In any case I'm not sure if I'd call their iMessage thing a PR stunt (okay, the tweets were likely PR), I'm just happy they support as many standards as they can. (I'm also not sure if my original comment was seen as wrong or controversial judging by the downvote)