Perhaps I worded it badly.
Berahino does care what people think; if you read some of his tweets then he's often defending his behaviour and he's also said that the media often pick at his weaknesses and build them into stories.
Personally I think this is a non-story and agree that it's harmless. I understand that it's sensationalism at it's best. However, I do find it hypocritical from Berahino that he's quick to moan about the media picking on him, and then he does something like this...again. Sure, it's pretty harmless but he knows fully well that it will cause him negativity.
You could argue that it only comes up because of fan expectation. If a paper thinks it can sell a story, it will. Therefore I believe it more shows the pathetic need to dig into famous/ successful people's lives just so they can be judged by
normal people (as a stereotype, women's magazines have made an industry out of this).
He was successful last season, but not the walking Jesus Kane is made out to be (which I find funny as I believe out of the 4 England hopefuls ie Saido, Ings, Kane & Austin he's the weakest player). Coming from a smaller club as well meant they had no reason to hold back negative information as they can sell to the "see, celebrities are bad" people, so they printed the first hippy crack paper (which is legal and is basically like saying "my god, Player A went to a pub!he must be castigated") . Another example is Sterling, unsurprisingly negative press has followed him ever since he DARED to not sign his life away to the Vatican of football.
Essentially, I wouldn't be surprised if all this magically disappeared once he moved...