Not simply bad, but like a 180⁰ of the original meaning.

Well, there is rich context to this. Chinese mainland media has been for weeks escalating the "herbal remedies" craze, and Xi somehow managed to insert himself even there.

Now the media (propaganda ministry) can't back off, because Xi will look like an idiot if they are to back off and acknowledge how foolish it is.

For Zhong, a man with a known anti-quackery sentiment, not speaking in single voice with CPC's herbal remedy peddlers, was enough to be seen as somebody not standing in line.