Methinks they overestimate their importance.
I don’t believe we need to underestimate the importance of their ‘non-endorsement’. Charge forward, get your friends and families to the polls.
Political parties\factions used to sponsor their own newspapers. Best examples Thomas Jefferson sponsored Phillip Freneau (Also gave him a clerk’s job at the State Department!) and his National Gazette. It was a strong critic of George Washington and a proponent of Jeffersonian policies - a Republican newspaper (Republican as defined back then!). Jefferson’s rival Alexander Hamilton sponsored the New York Evening Post and brought in William Coleman as its editor. It supported the Federalist (Washington administration) position.
There are other examples from US history.
I see nothing wrong with partisan media as long as the identify themselves as such. The hypocrisy comes in claiming to be non-partisan. Still, I don’t want the government to tell me who is nonpartisan and who isn’t or who is factual and who isn’t! I can do that!