Like his style or not, he's been fairly adept at generating press. Someone low key might not be capable of doing that.
Unintentional irony? Both of those organizations' reputations have become quite tarnished. They are certainly not contemporary bastions of fair-handed transparency -- witness Reuters' photo manipulation and AP's quote-whoring.
I was of course using them as examples of a reference news service or the closest thing we have one in this age. Wikileaks was in a position to become such an institution. One that no one could ignore. That does not seem very likely anymore.