you're confusing the website with the newspaper - the website is hugely popular but it's all about speed - being first to get a showbiz story up - and, yes, the standard of writing is pretty poor. It gets large international traffic and most people are reading the showbiz content. So, effectively, it's an entertainment site.
The standard of writing in the newspaper is not poor though - in fact it's probably the best on Fleet Street - and, yes, I do work there but I say that having also worked for: The sun, News of World , Observer and S.times too.