Paul,
The idea that the ball did in fact bounce was touched on in that thread. I tend to agree with Thomas Dai, just prior to me. There is a real concerted effort to make these guys look as good as possible. Why shouldn't there be? They are in fact the owners of the brand, by my understanding. The TOUR was established by, and for, the players. The rules officials work for the Tour. While they certainly follow the rules, it's quite rare that they push back in support of the spirit of the rules. See Matt Kuchar at Memorial a year or two ago as the exception proving the rule.
The reality is, if they didn't see it bounce, it doesn't matter that it did. Just like if you and I played that hole and hit that shot. To me, the networks are absolved from trying to proactively help the ruling in real time. If anything, they may well be complicit in building on the negative image Reed already has.
For me, the fact that the ball couldn't have been embedded guides my wish that Reed would have called two shots on himself after seeing that it didn't...especially considering he's quoted in that thread of saying if it bounced it couldn't be embedded.