https://www.nps.gov/katm/planyourvisit/bear-encounters-in-katmai.htm
If a Non-Defensive Bear Approaches
A non-defensive bear may approach you for are a variety of reasons — it may be conditioned to human food, curious, or want to test its dominance. Non-defensive bears usually don’t show any signs of stress, so you should act assertively. You are trying to dissuade the bear from approaching. As with a defensive bear, stay calm and speak to the bear. Try moving out of its way. If the bear continues to approach, you then want to assert your dominance over the animal — shout, make yourself look large and threatening, throw a rock towards the bear, and prepare to use your bear spray.
It also says to stay 50 yds away from a bear. The people were probably trying to get a selfie.
Would they be ok with spraying the bears that come too close, asserting dominance? Other options would be to permanently leave the area or not bring it up to the press (only to potential visitors).