People don't seem to be able to decouple the different standards for what gets published as news and what gets published as opinion, so opinion should go away in order to protect the brand.
This may be due to the prevalence of opinionated, partisan "news" websites, which pack their news stories with opinion, or otherwise present them in a biased fashion. Breitbart and Daily Kos are obvious examples from either side of the political spectrum.
Some opinion pieces on news websites are also presented to appear like bonafide news pieces, and because news webpages can't physically cordon off their opinion page as completely as a paper newspaper could, it's easier for readers to be confused. If the article doesn't have the word "Opinion" or "Editorial" emblazoned across the top in large, bold fonts, it's easy to overlook it amongst all the other distracting things on most news sites (automatic videos with commercials, numerous pop-ups, etc.).
And as we found with the expose on FB last year, websites' algorithms will push the extremist, divisive and attention-getting articles at the reader, regardless of actual importance or newsworthiness.
News websites, although they are a great concept in theory, have cheapened journalism to the tabloid level, turning news into thinly veiled clickbait.
Finally, with modern news, the opinion IS the brand.