These people must all be massive fans of (checks notes) ... Gridiron Heroics?
It's been obvious for decades at this point, but most people are not intellectually equipped to deal with the Internet, and especially public social media.
There are thousands of blog/news sites, and they rely on SEO for their niche. The NYT doing this is different from an NFL targeted blog.
It's just interesting to self-reflect on that, and have that instinctive thought "I'm going to quote post her even more, with even more insight!"
People with bad intent so easily utilize that on those less reflective. I have no answers how to fix it though.