I dont think they were calling the article exploitative, I believe they were referring to the act.
The article is a waste of time, what else is new in the world, political parties are trying to use tragic events to their advantage.
You could write an article about the use of "revolutionary" "freedom fighter" "terrorist" "rebels" and how they in theory can be used interchangeably. But that is media, the irony is that all sides do it, they just use different words, different connotations, but the outcome is the same, framing stories, framing tragedy in a way that helps your cause.
Its a terrible tragedy, it doesnt matter what you call it.