Probably because Gawker lost in the court of law for the horrible things they did. It also didn't help that Gawker editor A.J. Daulerio made that horrible quip

Probably because Gawker lost in the court of law for the horrible things they did. It also didn't help that Gawker editor A.J. Daulerio made that horrible quip as well. I doubt there was much need for "social media massaging" when you are dealing with Gawker.