Exactly! The media knows they have a win-win formula for viewers, listeners and site traffic. If the Cowboys are winning, hype them like crazy because Cowboys fans will come watch/listen/read and haters will come to bash the Cowboys. If the Cowboys are losing, hype/create drama and criticize the Cowboys heavily because Cowboys fans will come to bash the media and the haters will come to bash the Cowboys.
Either way, the media wins. Even if all of the Cowboys fans on the planet agreed to not read any Cowboys bashing articles, listen to any Cowboys bashing sports radio or watch any Cowboys bashing sports shows, the haters are so large in number that the media will still come out ahead.
None of the media's bashing of the Cowboys bothers me. Perhaps it is because I played a lot of sports when I was younger, but I firmly believe you shut people up on the field, not through your mouth. Win on the field and a lot of media problems go away. Last year was a perfect example of it.