Bruce Jenner has been the topic of much speculation about a new reality show he is reportedly filming, which will allegedly document his full transformation into a woman.

However, in an intriguing article by The Washington Post blogger Emily Yahr, the writer suggests much of the attention on Bruce Jenner is just a media tool for the “savvy family.”

Yahr suggests the Kardashians’ close relationship with Us Weekly and reports on the former Kardashian patriarch is fueled by the Kardashians’ need for media attention and their “cosy relationship.”

“Put together, it all smacks of a brilliantly orchestrated Kardashian publicity stunt to drive viewers to their E! reality show,” writes Yahr. “It would be nothing new for the family, which has become a multimillion-dollar empire over the last decade by keeping fans titillated by the intimate details of their lives.”

A Bruce Jenner "journey" docuseries is in the works at E! http://t.co/tfbtK07QyY pic.twitter.com/Exz2l8sMls

— Variety (@Variety) January 29, 2015

Yahr further suggests “Kim, Kourtney, Khloe and the whole family frequently appear on the cover and Web site. And in return, they tip off the mag about bits of news that will get lots of readers: Kourtney’s pregnancy, Khloe’s break-up, Kim and Kanye’s wedding invitation. In other words, the magazine wouldn’t risk printing something this personal — and false — about one of its moneymakers.”

Needless to say, the magazine does report on nearly every breath that is taken by one of the member’s of the extensive family, and it certainly does serve their promotional purposes.

So incredible: Bruce Jenner filming transformation-themed docuseries about "his journey" http://t.co/7xP9tMGRWs pic.twitter.com/1umVZ72mxH

— Cosmopolitan (@Cosmopolitan) January 29, 2015

Could Bruce Jenner just be another tool in the Kardashian’s media blitz box? Who know? But, one thing is for sure. We’ve heard much from the girls and ex-wife Kris Jenner about Bruce Jenner’s gender identity and alleged transformation, but very little from the man himself.

“Bruce is very happy, the happiest I’ve ever seen him. And he’s, you know, our dad, so we support him no matter what,” Kim Kardashian told Us Weekly. “And I think when the time’s right, he’ll talk about whatever he wants to talk about. I just feel like that’s really his journey to talk about.”