This, ladies and gents, is huge. If you had a single doubt that esports was here to stay, drop it. The die has been cast.

Seriously lofty prose from The Next Web. Was it about the formation of a new single-game-specific league? Or a landmark player contract?

In a simply stunning move, CBS Interactive, an online play, has at once locked in Major League Gaming and Twitch.TV as partners, taking over their ad sales, adding them to their broadcasting lineup, and more.

Nah, it was about a fucking ad pool contract.

A year on, the very same author, with no apparent sense of irony, penned a writeup about the sunset of the deal, and did his very best to spin as hard as both Twitch and MLG did. Both had decided to bring the majority of their sales operations internal once again, just twelve months after being convinced, and trying to convince everyone else, that outsourcing these sales operations would allow them to bring greater focus on their own businesses, for the greater win of all involved.

MLG’s Mike Sepso:

CBSi has been a great partner and we will continue to work with them, however we are focused on greatly increasing our own in-house sales capability

Twitch’s Matthew DiPietro, vice president of marketing:

It was a natural progression for us since we have been growing extremely fast and looking at ways to keep our business as self-contained as possible. We’ve been very pleased with CBSi, but we wanted to take a shot at owning our brand across the board and hope to build upon the successful foundation they helped create.

Keep in mind that we’ll still be working closely with them both as a commercial and a content partner since they have done phenomenal work that has definitely enabled our brand to grow. To that end, we are indebted to CBSi and will continue to be an evangelist for what they brought to the table.

Translation: the financials of the deal were crap, maybe on both sides.

This was all so un-‘hype, bro’ that the scene’s confirmation bias kicked in to massive effect. The first TNW piece quoted about, about the opening? 600+ mentions on Twitter. The second piece, about the closing? Less than a hundred.

This kind of coverage has to be discouraged, and we need to start acknowledging obvious spin-doctoring if we’re to continue treating every bit of tepidly positive news as revolution-starters.