IMHO the only reason why the media is kind of laying off the hype-up of it is because it doesn't really pull in the ratings it used to. Back when the first cases started cropping up they were all over that shit day and night like Jacko's death but now most people are like "whatev dog" and flip over to cartoons so CNN and everyone just moved on to more appealing stories.
I am not really sure how the media would make it seem big. I mean, something happened, they told us. I am pretty sure they didn't make it up, right? If you mean about "the boy died JUST AFTER he took it" whole thing, I think they just pointed out a fact, nothing more.
the news hasn't been about just "pointing out a fact, nothing more" since ... Well, ever. In America, anyway. It's always been about the ratings. If they have a hot topic on hand that people are scrambling for info on, that's all they show, 24/7. When Obama was first named prez the news media was REACHING for shit to report on. I even saw a story on what school lunches his two daughters could expect on their 1st day of school. When Jacko died all they did was cover it for like 128 hours straight (his death got about 4x more press than Ronald Reagan's--that speaks for itself about the influence of ratings on news networks).
People're dying right and left in Iraq, we're calling for a surge in Afghanistan, people're dying due to this epidemic, and even still all CNN/MSNBC/FOX/etc are covering are pop trends, big forest fires, and box office numbers. The only place I'm able to find an honest hour's news is on local stations, and even then, it's only local news.
It's annoying but that's just how it is with news. I sincerely doubt there's anyone or anything trying to impede these people from hyping H1N1 other than their marketing execs complaining about the latest ratings polls.