Yeah, law firms do this all the time. They sniff that they MAY be the slightest hint of a lawsuit and then they put out press releases and run Google ads trolling for clients. It's also sort of a litmus test to see if they can get some media attention (even though the lawsuit barely exists) which in turn generates more clients, and negotiating power.

Remember, in America you can sue anyone for anything so for a lawfirm to not even file, only be retained, says a lot.