I don't really know what running up the score is exactly. It's an "unwritten" rule. Until someone actually makes a written rule, it's all just opinions. We really need to look at the big picture. This is all about ratings. If a team is dominating and you write about how great that team is, you will get mostly readers from 1/32 of the NFL fan pool. If you write negative articles then you will get, not only the other 31/32, but 100%. Even the fans, of the team that is being written about, will read what the next load of crap is about.