The one thing to realize...
John Gruden wasn't sending those emails to strangers. The people who were receiving those emails were comfortable with the language he was using and friendly with him. There is obviously a culture of racism in the high levels of the NFL, but I could of told you that after they let Rush Limbaugh commentate. Having said that, what else would expect from a bunch of old white billionaires...not demographic known for their progressive view points.
This Schefter thing is just a reflection of how "journalism" works these days. Sure CNN, Fox News, ESPN release a story, but you're damn sure the "stories" are "edited" so as not to harm any corporate or controlling interests. You get a story, but they are all biased because anything that is critical of the controlling interests either isn't published or is published in a favorable light. They try to create to illusion of balanced journalism, but in a very narrow and contrived scope.