I get it, I do (and it overwhelms me too, especially after having tried the game and not really getting all the hype IMHO). But you can't help but to notice that A LOT of people are out there using it. It's quite distinctive. I went hiking yesterday and at least 5 people along the trail were doing so with their phones out scouting for Pokemon along the river and forest area. One kid was even cursing because he didn't have enough signal strength to reach the pokemon he wanted. It's crazy. And all you have to do is read the crazy stories about people getting lured and mugged, funny situations, not-so-funny ones, etc. arising from people trying to get their Pokemons in weird places or at weird hours.
And one of the reasons AC is covering it (besides the obvious...they ARE a blog and they need to write about what people want to read right now, and right now people want their Pokemans!) is that the game is developed by Google's Niantic Inc.
But I get what you mean... sometimes too much is TOO MUCH haha. Just read the comments on the latest non-Pokemon-related article hehe