The folks in the media hopes he answers "their" question while giving the same response to everyone else. That's why the guy asked the inner city question.
Lynch isn't damaging the NFL brand. I could probably argue that he's brought more attention to it, and himself, with his silly act. I'm sure people who have no idea who Lynch is know that there's a guy on a Super Bowl team repeating the same thing over and over to the media.
I just find it boring. And I think it's overshadowed, along with underinflated footballs, what I expect to be a really good game.