With enough practice and effort, they believe (BELIEVE, note, it's not yet proven, but it is proven that they are trying) that they can bias LLMs to specific viewpoints without impairing their ability to recommend a dishwasher. Already LLMs are significantly biased just based on the sources they've been fed, but it's sufficiently similar to media bias that we don't talk about it much (and also, because they just took everything that wasn't nailed down, it's broad-based). Also, we've seen that, for a lot of media sources, you can achieve and (for now) maintain 3 without 2. The NYT has proven this repeatedly. The last three-to-five years have seen the NYT involved in wildly inaccurate and obviously biased reporting countless times (far more than say, the entire thirty years before that), including repeating outright lies and fictions as if they were researched facts. Maybe people will stop believing them eventually but it doesn't seem to have happened. BBC News has been even worse (and bad for nearly twenty years now), but continues to be treated as "trustworthy" more because it's sort of meme than a fact.
And a distrust of media, which is, I admit, setting in (and has been for a couple of decades) just leaves a vacuum - a vacuum that podcasters, TikTokers, and LLMs are absolutely filling - and audiences are showing they aren't particularly more interested in truth than nonsense (Joe Rogan would not be the most popular podcaster in the US if people didn't love absolute and total nonsense - he's the direct podcast equivalent of your friend-of-a-friend's pothead older brother who said told you Mayans invented cellphones).