Footy journalism is scraping the bottom of the barrel at the moment. Creates controversy all in the name of justifying its own existence. As someone else mentioned, they're like radio shock jocks trying to stir things up just to 'fill' their media space.
Sorry to self-promote, but the below link is to a blog post I wrote just last night on this very topic.
http://nah-seriously.blogspot.com.au/2012/05/footy-fourth-estate.html