I agree with you in large part, it is conjecture filled tripe, but I wouldn't go so far as to say unprincipled. My thoughts on Kiszla are that he's lazy, both in style and substance. I think most sportswriters are and it's easy to understand why. Year after year of writing variations on a theme can dull a man's talents. It is Kiszla's laziness, however, that betrays any sincerity in his subject and leaves the reader disaffected. He doesn't seem to believe half of what he says.
As far as the level of competence demanded by his employer and the larger media as a whole, never forget how they really make their living and that's by selling trucks and beer. Kiszla's job is to keep us coming back to read what he says, no matter how silly. If we're exposed to his sponsors, he's done his job. Not everyone need be after a Pulitzer.