I think the problem is these guys drank the kool-aid and now that they don't get anymore kool-aid, they are filled to brim with resentment instead. It's fine that you develop relationships with players as a beat writer, you're in the locker room every game for 30 years, that's honestly to be expected.
However, somewhere along the line, these guys actually lost sight of the line in the sand - the team is the team, and you're always going to be a beat writer. Player relationships with media are a lot more professional now than they used to be, and I don't blame the players, some dumb shit happens and next thing you know you get crucified all over the internet. Easier to just not be friends with the media. Instead of accepting that evolution, these writers seem to have developed an unhealthy sense of shared accomplishment that came from all those cups. Now that this team isn't winning and players have clearly shut down any chance of them building the same rapport they had with the Dynasty team, they hate them for it.
Deep down Spec and Matheson know that if this team wins a cup, they aren't going to get their share of the spotlight they otherwise would have had. Instead of accepting that your just a f***ing beat writer who's job is to report, they become insidious guttersnipes that relish in tearing down players that want nothing to do with them...which lo-and-behold, makes the players want even less to do with them.