I'm surprised no one has mentioned a publicity ploy angle with the Drully social media blackout. Or that maybe an idiot intern at Sweaty Betty wrote that article for the Telegraph and it was published verbatim like they have done with others. All so that it could lead to a bigger story in another publication.
Like the one they did for the magazine who might not have been so happy with the fact that their 'exclusive' wasn't really. And that anyone with internet access could have seen Drully's social media posts to know they were an item.
Heh, of course I'm just having a bit of fun with wild speculation which seems de rigueur for this thread