Faux Hush-Hush Bars

Faux Hush-Hush Bars.  You know, the bars that don't really advertise but everyone knows about.  You know, Milk and Honey in New York.  Violet Hour in Chicago.  Etc.  The New York Times writes about one called PDT here.  Question - how serious is PDT about being hush-hush if they are doing a NYT interview?