The Daily Mail appears to have found its white whale – and it’s wearing a wig. After breaking the now-viral story involving Kristi Noem’s husband, the outlet didn’t just report it…it practically moved in. The Mail pumped out multiple follow-ups of the story, milking every angle they could find of the alleged cross-dressing “double life” of Bryon Noem.

And just in case readers somehow missed it the first 27 times, the story reportedly sat parked at the top of their homepage all day when it was first reported – like a digital yard sign no one asked for.

Other outlets are also piling on the story as if readers can’t get enough – but let’s be honest, most probably don’t care. Kristi Noem is no longer the high-profile, heavily targeted U.S. Secretary of Homeland Security. Since her dismissal and reassignment as Special Envoy for the “Shield of the Americas,” she’s largely faded from the spotlight – until now.

Some outlets are framing their story about the Noems as one of potential security concerns – reasons why Kristi could have been blackmailed. Others are asking what the White House knew and when they knew it. But mostly, they just like posting the photos of Byron wearing fake breasts.

There’s a difference between covering a story and camping out on it – and right now, some outlets look like they’ve pitched a tent in their quest to squeeze every last click out of a sideshow most readers never asked to see.