Yeah, that's press hyperbole... safecast blog: "No, radiation levels at Fukushima Daiichi are not rising." (cache) They also have some of the images taken during that measurement, in an area below the reactor pressure vessel.
It must be stressed that radiation in this area has not been measured before, and it was expected to be extremely high. While 530 Sv/hr is the highest measured so far at Fukushima Daiichi, it does not mean that levels there are rising, but that a previously unmeasurable high-radiation area has finally been measured. Similar remote investigations are being planned for Daiichi Units 1 and 3. We should not be surprised if even higher radiation levels are found there, but only actual measurements will tell.