The media needs something to talk about. David James probably posted that to try and drive engagement - that's it.

The more BYU wins, the more there's to talk about and for longer. Their tournament run will end eventually and so there will be plenty of time to talk about the season in hindsight.

Also, in my opinion, it's much better for the local media when any of the popular teams / sports (whether it's the Utes, Cougars, Jazz, Aggies, Weber, etc.) are winning and/or relevant. People are more prone to listen in when their team is winning (I know that's the case for me at least).