Eh, there isn't really much else to talk about. Sports media is so huge now with 24/7 coverage and only 2-3 sports in season at a time... there's bound to be a shortage of news and every little thing will get some coverage. Case in point, Jerry Porter allegedly laughing at his teams' misfortune makes headlines around the country.
Also, Branch was on the Patriots, which is a big market and ESPN likes to focus on the New England/Boston area. He's well known enough, having been a Super Bowl MVP, and well.... his trade to Seattle is big news.
I live in Chicago, so local media hasn't really focused on him, but seeing how you're from Jersey, you're closer to New England and bound to hear more about it than others in the country. I suppose the Branch trade and signing is big news in Seattle too.
I guess after TO, holdouts will get more coverage, especially the messier it gets. (sorry about the TO reference, but it is relevant, LOL)