We don't need to know you texted him JM, or that you went on holidays together Bill Bailey. Just a 'sad tragic news, he will be missed' will suffice.
To be fair, I don't think there was anything necessarily wrong with JM mentioning having been in touch per se - it was just ultra-cringe to actually screen-shot his own text, especially as it was quite a generic one in the first place.
I gathered that Sean and Bill Bailey were very close indeed and I think Bill's grief came across as honest and genuine. He wasn't playing it for self-aggrandisement or virtue signalling in the least. Celebrities are people, just like the rest of us - imagine if you'd just lost one of your very close friends and the TV cameras wanted to record your reaction and your thoughts as you paid tribute to your much-missed dear friend.
Traditionally, newspaper announcements were the way that we ordinary folk would pay public tribute to our loved ones. Social media is probably the equivalent for most people nowadays. People often post quite twee little poems and cliches, but it's absolutely their choice and their expression of their own grief. Being a celebrity brings with it extra challenges. His wife would have been used to him being in the public eye and conscious of her part in protecting and providing the kids with a sense of anonymous normality. Of course, she is even more devastated than the close friends now, so she wouldn't want to suddenly go on TV and share her personal grief not just with those to whom Sean meant a lot (as you would with a normal funeral/newspaper announcement that people tend to specifically look for, and not a TV news programme that millions of people - most of whom wouldn't really know or care that much - would happen to catch).
But of course, Sean was a celebrity. I don't know what arrangements would have been made, but if it were me married to a celebrity who had died (especially having young children), I personally would much prefer to leave the widely broadcast public tributes to our close celebrity friends and trust them to do the person we both loved justice, for their many fans.