The media is infatuated with the old guard. The first Superbowl teams carry a certain romance for reporters. The Rams were always second fiddle. It's been proven that it takes a consistent run of dominance to win over the media. Even the GSOT team couldn't sustain it. The short successful run quickly turned to criticising Martz for passing to much and five years later, "the Rams are who we thought they were."
It's going to take a 1990's like 49ers run or a Brady like Patriots run for the media to finally regard the Rams as a franchise to be taken seriously. As Granny Hawkins would say "Short runs don't mean diddly squat."
The media will always pine for the teams of yesteryear though. It's that first love that gets them. The Packers, Chiefs, Bears, and Jets are teams the media desperately want to be good. Their excitement over them when they are, is nauseating.