I wouldn't say "lazily". Strategic might be a better descriptor.
Here in Minnesota (for when WCCO uses the CBSMN branding), greater MN is simply different Minneapolis/St. Paul- the communities are different, the politics are different, the people are different, and 'CCO has KCCW in the northern part of the state that serves a great deal of viewers OTA who are 3-4 hours from Minneapolis; and for what it's worth also does a decent job in balancing the stories and wx between the metro and Greater MN. That made "Minnesota" smarter for them to use than Minneapolis-St. Paul in this case.
Even the major newspaper, the Star Tribune, just rebranded late last year as "The Minnesota Star Tribune" (and it's the Minnesota Twins, Minnesota Vikings, Minnesota Wild... The list goes on).
Then you have the O&O's in the markets that LOVE their city and much of the region revolves around what's happening in said city- Philly, Pittsburgh, and Baltimore instantly popped into my head as examples for that.