You know that old saying about opinions and a certain body part that ends with the punch line “everybody has ‘em?” Well, if the mega media conglomerates continue to silence the voices in writing, pretty soon, only one of those will still be true.

Media has gotten so big, so interconnected, columnists are a dying breed. Perhaps this is just the natural progression of things. First, it was technology impacting media and the death of the traditional newspaper. Next, the 24-hour news cycle and social media have reduced it to a sound bite.

And now, here we are toeing in dangerous, muddied waters were media, journalism, columnists and brands are all hanging out together around the water cooler.

For those who follow sports, writing and media, perhaps you are well aware of the recent events surrounding ESPN’s suspension of popular sports columnist Bill Simmons. If you are not, well, you can catch up by reading this or simply doing a Google search.

The short of it is that Simmons, who founded Grantland.com, and has been one of ESPN’s most popular writers for the past dozen years, was suspended in late September following a podcast where he called NFL Commissioner Roger Goodell a liar in regard to details and facts that led to the Ray Rice suspension.

Simmons taunted ESPN to reprimand him and got three weeks of what he was looking for.

No matter what you think of Simmons, as a writer or as a media figure, what is clearly evident is that this is his “Custer” moment. He’s taking a stand against something he feels is extremely out of sync in the world of media. It got worse on Thursday, when ESPN Radio’s popular morning show, Mike & Mike, played a snippet of a sound bite where Simmons critiqued LeBron James – to which one of the hosts of the show blasted Simmons for, and took a personal shot at Simmons over perceived headline grabbing.

Naturally, Simmons responded by going nuclear on Mike & Mike via Twitter.

This is not the first catfight between “talent” at ESPN – nor will it be the last. But the last six weeks have brought into clear focus what is not only a growing issue in all forms of media, but especially in sports.

ESPN has serious issues to confront behind the scenes right now, and they have very little to do with Bill Simmons. The crossfire happening across platforms and brands happens all the time – and is wildly disconcerting. If you continually mock and belittle your co-workers, you both lose. The audience doesn’t know who to trust and become uncomfortable with the situation and will turn elsewhere for less hysterics.

The Worldwide Leader in Sports cannot cover sports as they should, in large part due to the behemoth brand that is “ESPN” – and perhaps most concerning – due to its massive TV rights contracts with the NBA, NFL and Major League Baseball.

For a long time, these moments have been coming: How do you completely cover a news story or an event if the entity you are covering in said story is also your meal ticket – sorry, “corporate partner”? ESPN pays for the rights to cover these games and find it difficult to dive too deep into sensitive issues and topics for fear they will lose that right down the road.

This is not just an ESPN problem – but as the biggest sports industry media conglomerate, it is the most easily detectable. Whether or not Simmons has the right to say Roger Goodell is a liar should never be in question, but it is because the ESPN brand is in bed with the NFL and the NFL just cannot be questioned like that from its partners.

And this is the same reason why no one can take the NFL Network seriously – it is merely a mouthpiece for the league to package the product and show highlights and retain some money by keeping viewers on their league channel.

The second component of this issue is how poorly we label journalism, reporting and writing in the current age.

Writing is a creative art form, and most other writers I know treat it as such. Opinion based columns are just that – based on someone’s opinion. While there are obligations to writing factual evidence in support of your opinion – an argument, really – it is not to be taken as journalistic reporting of events. And most people know the difference.

The ESPN Ombudsman wrote about this earlier this week, and frankly, I’m not convinced this person understands it either.

(Note: The Ombudsman is an appointed official who investigates complaints against maladministration, in this case, media and journalism.)

Agreeing that Simmons had not met “journalistic obligations” in providing sufficient proof that Goodell was a liar, the ESPN Ombudsman counters those like me who put Simmons in a different category by claiming that “Simmons sometimes acts like a journalist, or at the least seems to want to be taken seriously.”

Is that itself not a potshot from an unbiased appointed official? And further, am I right in taking this to mean that you cannot be an opinion columnist, a jokester or a podcast host and be taken seriously? What about that kind of writing and media means you are a farce in the eyes of the journalism world? Reporting the facts and only the facts would leave many others at ESPN – in print, radio and television – suspended to the point they might not have enough talent to do a show some days.

How do you prove someone a liar, anyway? It is the ultimate he said/she said. People struggle with this in a court of law, let alone a court of public opinion. Many would argue we still do not know all the facts on the Ray Rice situation and subsequent suspension scandal – partly because the NFL has contradicted itself, as well as having other entities in the situation dispute their side of the story.

Would the Ombudsman – or anyone else – have had a problem with the NFL calling the security officials in charge of the tape who claimed they sent it to the NFL liars? They essentially did. But the now-closed Casino didn’t have a television contract with ESPN or the NFL, so who cares about their integrity and side of the story, right? Has anyone come out and vigorously defended Goodell or shown proof that he’s not lying? If so, I must have missed it.

House rules do apply, except that the mansion of ESPN is not the journalistic beacon of integrity to begin with, so their house rules are painted with a heavy coat of bias as well. Should I not take them seriously because they market themselves so heavily?

Better still: how many “Rules of Journalism” were broken during the NBA Free Agency period? Do these sacred rules include quoting unnamed sources which turn out to be completely wrong? No one knew anything, but everyone knew something when it came to where LeBron James was going to choose to play basketball. ESPN printed many of these “rumors” on their website, discussed them at length on the airwaves. No one was suspended or reprimanded or blasted cross-brand for that. No one issued an apology weeks later when it was clear that half of what we heard the first 10 days of July was a mixture of gossip, rumor and lies.

The expectation that Simmons should show journalistic integrity is a farce for that reason and an even more important one: Simmons is not a reporter or a journalist. Just read anything he has written since 2000 – a conglomeration of jokes, analogies, pop culture references and random opinions. It is not journalism, nor was it ever intended to be. He’s no different than Rush Limbaugh or anyone else in that sub-category of media. He’s also not Walter Cronkite.

As the Ombudsman himself writes, “Simmons is a columnist paid for opinions, not a reporter paid to dig up facts.” Well, Simmons opinion was that Roger Goodell is a liar and that LeBron James is not looking like himself early this NBA season. While I personally wouldn’t put up quite the fight Simmons is – there is a bit of grandstanding taking place on his part – how can anyone determine his opinion is right or wrong, since by definition, it’s an opinion?

Some – like the Ombudsman – refer to this as accusatory or slander. That’s stretching those definitions for effect just a bit. There’s at the very least minor pause that can be given to the notion that Goodell was lying about seeing the tape based on what we’ve heard and read up to this point.

It is tough to condone the manner and irreverence of Simmons in these situations, but that was never the point.

We’re confusing what reporting, journalism and writing are. There are subgenres and shades of gray within the media world – and we’re forced to deal with most of them. But you cannot stop people or forbid them from sharing what they are being paid to do.

If this makes your brain hurt, welcome to the club, but more importantly, welcome to the future.

We’ve entered a mysterious world where something is essentially owned by a group that owns four other things that are not all that connected, but treading lightly is required all the same. Sticking with ESPN here: Disney owns Marvel, ABC, ESPN and Grantland – and must identify it as being so.

We chuckle when we think of Big Brother, but this is happening, in chunks and pieces, in different areas of our society. This is just one component, and anyone – like the ESPN Ombudsman – who suggests we simply all need to evolve is one of those already lost to the media machine.

Evolving would be recognizing the various and diverse kinds of writing and journalism that make up the media now, not ordering all good soldiers to fall into line with what the company  – or its partners want.

If that is truly the way we are headed, I fear for our creative writing genre in media.

Soon, even the byline will fade to the mind-numbing “Wire Report,” as if some lifeless droid concocted the cold, hard facts and presented them as such, sans opinion.

And that will truly be a sad day.

If you disagree, call me a liar.

I, for one, will not demand your evidence to the contrary.

[Writer/Editor/Blogger/Site Manager Note: For clarification purposes, this was an opinion piece and in no way, despite fancy links and evidence, should be considered journalism.]