I'd say recruiting websites and specifically ones for individual teams have definitely changed the landscape. But I believe the spirit of it was that if a coach can talk about specific commits, they could use it as a bit of a recruiting advantage when doing interviews or press conference. Obviously before the internet, if a coach couldn't talk about it in the newspaper or a magazine, they didn't really have a way to get word out to other recruits and their families.
These days, GI (and each similar site for other schools) in a way acts as a marketing vehicle for the program (without that official designation). The programs know that they have to have some way to disseminate recruiting info out to the public to build excitement and they know that a local newspaper doesn't have the space to go into as much detail as a site like GI. So it seems like it's a bit of quid-pro-quo. They give people like Burns the best source/s and info and he gives them positive coverage with lots more details than a regular reporter is able.
I agree, it seems kinda silly at this point, but we talkin' 'bout the NCAA here. So...