if you are unsurprised by events then your mental model is very good its an understanding of the world that allows you to predict behavior, political events, markets, etc
Media is an military operations domain, like land, air, sea, space and cyber. Few actors, and none of the MSM, have truth as their principle objective.
This exact thing happened at my last company, the boss grew it organically, but then some group in NY decided they were going to buy everything, so they bought 10ish companies (including us) and cobbled together a large industry player, which will out compete the small guys.