It's really not though. The "gamers are dead" debacle were all opinion pieces posted closely together. They weren't reporting anything, they were dictating.
Whereas with the Palmer Luckey thing they're reporting a thing that happened and most of the articles point directly back to the site that broke the news. The media does this all the time, and considering how Palmer is a millionaire connected to Facebook the story is going to spread so everyone needs to get on board if they want their clicks.