I see it as 3 distinct types of writers.
You have the Hatfield and McCoys writers. They hate by brands and labels.
You have the writers that provide sources and try to bash the Hatfield and McCoys.
You have the writers that laugh or ignore the Hatfields and McCoys and try to make a case with either personal knowledge, expertise or with links and references. You can learn from those people or at least have a better understanding why they think as they do.

If deteriorating means the Hatfields and McCoys are not have as much fun, I would agree.