While I do agree, to a certain extent, that BB did use the media, I would not characterize his use as cooperation. The relationship between BB and the media is acrimonious, characterized by a shared loathing, each using the other to their own ends. There were a vocal contingent of people who lamented the fact, and felt that BB should be more amenable to cooperation with the media.
We are now witnessing the fruits of cooperation. Make of it what you will.
As a supporter of the New England Patriots, being brought so low is a sore point, but as someone who is seeking entertainment, the results are interesting to watch.