Bruce is an Olympian and the way he's handling this could be an inspiration for less transgendered Americans to commit suicide. That's gotta count for something no matter how vehemently you oppose his lifestyle choice.
BTW, I agree that this is done partially for headlines, but Bruce/Caitliyn is gonna cause headlines wherever he/she goes. Besides, Awards shows, especially The ESPYs exist to create their own headlines. I'm not sure why y'all are shocked/surprised that ESPN, a television network, would intentionally do something to generate interest in their own programming. That's kinda their job