He's the leading AI researcher at the 3rd largest company in the world in the middle of an AI boom. He's naturally going to have quite the marketing budget behind him!
Our society is leader based. Otherwise the garbage Trump wouldn't matter but he does. The same thing with garbage Musk. Musk gets what he wants from Tesla because the shareholders believe that Musk is critical to Tesla.
Both are fundamental to their followers.
So its quite clear that you can't just say 'its DeepMind' but have a figure in the middle of it like Dennis.