It's driven by the media's need for $$$$
Advertising revenues need to be inflated by causing hype, faux controversy and stirring up discord...and it works.
Look at Don and Buck split from Robert, Bowser, Fox et al.
Divide and conquer. Focus someone's attention and give them a choice. It doesn't matter if they didn't want either...the choice in their face is repeated 24/7 until they become polarized and forget the rest.
Meanwhile, the networks can point to their Nielsen overnights when dealing with advertisers and adjust their 15 and 30 second spot prices accordingly.
;-)