To change his focus from the team as a whole.
Morgan Campbell of the Toronto Star is the one Ruud is talking to in this clip, but Ruud does that to all the media.
Ruud has the clout to do that, by the way. Frank Yallop, I think, was a bit overwhelmed by media demands and probably a bit worn down by talking about Beckham all the time. He's not going to get that hassle up in San Jose. Ruud just won't give the media many soundbites on Beckham; he'll talk all day, but it's always about team, team shape, and team contributors. He'll do it all with a smile, but he's quite stubborn in his own way.
80% of the Galaxy's improvement this year is probably due to a full-strength Beckham, but little things like Ruud's approach are likely having an impact as well.