Footy commentators love a story, that's all. Richmond is an interesting story, and it plays well to the AFL's base in Melbourne. There's no point getting all riled up about it.
You should be happy that Freo is slipping under the radar. That is, until the same media starts writing the 'One team that slips under the radar...' stories about Freo.
Following footy media narratives is a lot like listening to drunk people talking late at a pub. There's a lot of people talking, none of it makes sense, no-one is really listening, there's a lot of 'i love you, man', and petty slights, and in the end no-one really remembers what was said.
And then they all come back to do it again.
Best not to take it too seriously.