I agree with the sentiment here. I think the term ‘Kiddish HaShem’ gets way over used, and very much misused by the ‘frum’ media. (Similarly there is barely ever a ‘Kiddush HaShem’ article that the commentators can come to consensus on its indeed being a kiddush or chillul HaShem.)
I invite Rabbi Hoffman to write an article for YWN on the halachic and Chazal deliniations of what a true Kiddush HaShem is.
On that note: One ha’orah is that it is wrong to think that kiddush/chillul HaShem is only defined as a function of perception by others or the masses, since in Pirkei Avos [4:4] we see “ רבי יוחנן בן ברוקא אומר כל המחלל שם שמים בסתר. נפרעין ממנו בגלוי”, so we see there is clearly such a thing as a Chillul HaShem in private. I think the Maharal might make this point, but I haven’t gone to look it up again right now.