So here's my thing though...
who's causing the distraction? Can't be the franchise, because they've done what they should have done. They franchised him and will continue to negotiate if the player wants to.
There's literally only one party who actually can cause a distraction, and its Lamar. It doesn't have to be a distraction at all. It can be they negotiated for a few months, couldn't come to terms, team tags him, he gets paid a shitload of $ this year to play, and they'll continue to negotiate until they can't anymore.
He doesn't have to hold out. Neither party has to say anything. The distraction isn't artificial, nor is it even something the media can create. Its created by actions of the parties involved.