No, this is exactly how you do it. First, it has already been established that both Urban and Smith are liars. Smith publicly states he never did any violence to her. 30 minutes later, McMurphy releases text exchanges indicating Smith apologized for choking his ex-wife. Oops.
Urban lied at least 9 times to the media at the Big 10 Media day.
These facts are not in dispute.
Three days before Bucknuts is going to conclude its investigation, the information regarding the sex toys and public disclosure of his johnson are disclosed. The timing was perfect. During the investigation, Bucknuts undoubtedly asked Smith if there was any other incriminating or embarrassing incidents. Smith, being the liar he is, no doubt denied anything else. Right before the investigation is set to close, the new information is released. Not only is his credibility hit again with the general public, but this information release was targeted at the investigative committee.
Now, any logical person believes that McMurphy has more damning information. Why release it now? Wait until Bucknuts suspends Urban for the first half of one game, then drop the bomb shell. That forces ohio state (the ou of the Big 10) to reevaluate and potentially gets outside pressure ramped out.
McMurphy is playing the long game. Bucknuts is not.