Within a couple of weeks Microsoft announced a Poop powered data center, and Charlotte Observer discovered in public permit documents that Apple is doubling its fuel cell capacity. The first is a supported PR release, the 2nd is not a PR, but a leak for the Apple paparazzi. Which did better? From a traffic stand point, they look about equal looking at social metrics on news.com.
Microsoft has a bunch of news covering its poop powered data center.
And here is Apple's coverage