Incessant leaks about new products in the tech world -- for or against?

A tech blog I subscribe to believes they have stumbled onto “hard evidence” (patents and code) that Apple’s up to something secret and new. Leaking word of new products, even the slimmest possibility of one regardless of how far-fetched or flimsy the evidence, seems to have become S.O.P. in the tech world today. In some cases this may be a marketing ploy, but often it’s just a blog or a couple of guy trying to stir up attention, with the result that half-truths and manufactured ones start spreading, and pretty soon there are thousands of people either loving or hating a product that may not now or ever exist. Do you find this trend annoying or do you like it?