Steve Simmons sent out a hockey tweet that enraged small market hockey fans. 'Tony X' was able to reveal everything wrong with Simmons' attitude in 140 characters or less.
When you get introduced to a new culture, there are two landscapes you encounter: the physical ones, with its sights, sounds, and images. And then there are the psychological ones, with its ideas, thoughts, and habits.
Media personnel help mold that landscape into a place people will either accept, or reject. It's not their responsibility to get people to watch. But it is their responsibility to communicate their understanding of the game, and how their thoughts converge with the game's highs (like John Scott's NHL All Star appearance), and its lows (like the handling of the Patrick Kane situation).