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As most ethical people in America today who understand modern media know, just because a topic has become something "everyone is talking about" doesn't mean the topic has to have any serious substance or value.
The old news media trope has always been, "If it bleeds, it leads." If the only goal of a newspaper, website, TV or radio station is to get people's attention, sadly that rule is still often true. That doesn't mean the bleeding news maxim is ethically correct. It also doesn't guarantee the next hackjob media outlet down the street can't start an even bigger and more pointless rhetorical fire - all while missing the very crucial details of a very important story.
Take the NSA leaks exposed through the theft of government secrets by Edward Snowden.