It is because that's already a content for those sports pages and publications that follow these players like Steph Curry. It's so easy to make stories out of these actions that they do. One story that I have read is that the stint that they have during the Olympics with Lebron James is carried until now and that's what Steph is planning to do.
People should be aware that Steph has a contract until 2025-2026 for the Warriors and it's been said that if there's one team that he'll play after he gets out of the Warriors, it is with the Charlotte Hornets just because of his curiosity but still he haven't thought about getting out of the team. He's a franchise player and I think that if he really wants out of the Warriors, we'd see that anytime soon. But these articles and coverages, they're just adding spice to the story for engagement.
That is how the clicks work, that is how they make money. I mean if you could make a lot of people click on your news or watch your news on youtube etc etc, you make money. Some dude making 12 minute video on youtube (last I remember you needed at least 10 minutes to monetize but maybe that changed) about this, will not talk about anything original, it is just what it is, he did it because he was happy, that's it, but he will talk about how Curry hates warriors because of Klay, or how curry hates because he wants to leave etc etc for 12 minutes.
Not because he believes what he says, but because he is literally making money that way and that is his job, same for news articles, that's their job and they need clicks and that's why they do this.
And NBA allows this because it's giving them more exposure. I'm not sure with the other sports league if they allow this but pretty much that they do as well because it helps the league to get more fans but if a wrong way or a clickbait comes, they should regulate it more and have some staff to do the reporting for it to get removed. Content for the NBA is certainly a lot, and I guess this time that the management really needs to hire more actual PR and media outlet for them to have the official ones although they have already, like the extension and small news media and publications to do this job for their fans.
It's not that much to ask but we can't really do anything about that if this is allowed. So, just expect some crazy more contents most specially that the preseason is coming in a month and a few weeks. There will be more hype contents that will come that we'd see, not just in videos but also in blogs for which are really getting the interest of the sports fans and enthusiasts for the NBA.