My guess is that they are muzzling it because of the Shaq reality show that will be on ABC. I believe Big Ben is his first athlete to compete against, so they probably don't want to portray him as a bad guy, thus taking a chance at hurting ratings.
Although if you ask me, I would assume more people would watch because of this!
I would certainly attribute their relative "non-coverage" of this story to this, as opposed to racism or anything other than money. They certainly have no problems promoting African-American athletes.
I must say though, I was pretty shocked when it took a dauy or two for them to even address it. Certainly smells of pandering, which many pro athletes would not receive from espn i'm sure