I never could figure why H&M are a story to begin with.

This whole months of story build up could be one of these reality(?) shows, like lifestyles of the rich royals or some such twaddle.

Whatever the story is, there are many more important stories to cover than this, I don't know, dirty laundry soap opera?

One item seems revealed by these kinds of manufactured story events, the online or legacy media chases after the basest crap merely to throw crappy ads in people's faces. It's not any kind of useful journalism, no it's the lowest bar flogging the public's minds for pennies.