The msm wants to give the appearance that they matter.
The msm doesn't matter any more either. Dramatically declining circulation numbers for the big lefty papers, and the dramatic loss of viewers for the 24/7 cable news stations vis-a-vis Fox News--means that msm is no longer msm--they're marginal.
So, anything they say is marginal, anyone they tout is a has-been, and the only impact they have is comedic.