The question about why is the message not the same across platforms would usually be sound. Unfortunately so few people now seem to be receptive to the message, the key question is how do they plan to expand that reach? You can then worry about standardising the message.
Suffice to say I hope they are taking information on how to expand the reach from those who know. They can then take information on what people want from fans. If they think consulting with fans, loyal or disaffected, will solve the reach issue they are wrong. I'm in the disaffected camp but still care. More than most of those who used to watch Broncos so don't ask me how to get them back...