I agree with that, the problem is that the definition of "the media" no longer is exclusive to the three networks (ABC, NBC and CBS) along with a handful of newspaper outlets. "Media" today includes twitter, facebook and insta. The bottom line is that today's athletes probably make more money and PR on social media than the MSM. Also, the MSM was outraged until she invoked the "I am a victim of mental illness and depression" card and the media backed down like crazy.
this is just another death pang from the media. They are losing their grip and, hence, their revenue stream. This athlete no longer gives a shit about Sports Illustrated or ESPN. She, on purpose or by mistake, has elevated her brand by refusing to do media interviews. I never heard of her until this week and today, she is all over the news (however you define "news" today). She is Kardashianizing professional tennis.
You are right, she is simply a performer. But that performer can now align with and control her twitter feed to fame and fortune beyond the gating factor that the MSM is today. I am willing to bet that leBron James, Jacob deGrom, Rory McElroy and Patrick Mahomes are watching very, very closely.