Cavendish Press really is a scummy agency. They fulfil every negative stereotype of an amoral, evil tabloid journalist.
They are basically bottom feeders who sell utter made-up bullshit to the tabloids, or do the 'dirty work' (ie searching through celebs' bins etc) when a newspaper needs some arms' length deniability.
The 'Rooney' City shoirt is also one, relatively tame example, although the intention was clearly to make money by making City fans look stupid.
They are also almost single-handedly responsible for every bullshit Balotelli off-field story you will have read in the tabloids over the last year or so. They were basically stalking the lad at one stage with a hack and a photographer, because they know the red tops lap up any sort of 'Mad Mario' tale, whether true or not.