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Not sure about the PR of this
I'm more not sure about the journalism: given they have reported Rapha's perspective but no one else's they might as well have just copy pasted a press release. So good PR, bad journalism.
I don't know about M&A's really but if this helps get more potential buyers for Active surely it's all good?
Fox
https://www.theguardian.com/business/2017/may/01/rapha-the-brand-thats-making-cycling-into-a-lifestyle
Not sure about the PR of this; reads more like a come and get me plea - which tells me Active don't know what they are doing nor their appointed bankers because if they did, why would this article, in the guardian of all things, be required.