Remember back in high school, how there was that one really popular kid, and everyone would fall all over themselves just to be a small part of his circle?
Kids would do the stupidest things, lie, cheat, steal, just to make an impression on that kid. If someone from a "loser" group happened to be have something he needed he would suddenly be friendly and while he was using them for whatever it was, they would bask in the glow of his popularity and they would deny they even knew their other geeky friends. Of course, when they weren't useful anymore, they'd be thrown out of the circle and the former friends would want nothing to do with them, duh....
So I think a few people in the Main Stream Media are starting to realize that they are the geeky kid....