Which “industry bloggers” are you referring to? No one with any credibility in the “industry” would “feed into” people freaking out about normal horse transport, common training practices, the horse feeling “betrayed” and/or believing that the Japanese buyers would consider eating the horse if he failed at stud.
Some of the people that actually have connections to the horse tried (and continue to try) to manage and placate the crazies. Perhaps they didn’t realize how crazy the crazies were, but that’s not their fault.