In The Rumor Game, John Gruber explains how Apple can be hurt when rumor sites publish information provided by "reliable sources."

The “it’s too expensive!” peanut gallery reaction when the Mini debuted last year was partly fueled by the low-cost expectations set by Think Secret’s rumor. I’ve been thinking the same thing could happen again — what if Apple’s plan for next week is to release a cool new “headless” Mac with decent specs, but at a price of, say, $699 or $799? If it had remained a secret, it might have been hailed immediately as a terrific new low-cost Mac. Or what if it is G5-based, but costs $999? If Apple unveils something at those prices Tuesday, the immediate reaction will be that it was “supposed” to have cost $499.

Gruber also wonders why Apple has gone after the headless iMac and the iWork software suite rumors. It seems that the company is trying to catch the leakers, not necessarily punish those who published the leaked information.

Here's a wild idea: what if both rumors are complete fabrications designed to smoke out the moles that have leaked Apple news in the past? That's one way to locate loose lips: release a big, juicy rumor then see where it goes.

It's interesting that this year's two hottest rumors are related to two persistent Apple memes (i.e. cheap hardware from Apple; software suite that competes with MS Office). The "Disney to buy Apple" rumor was too obviously fake, I guess.

One thing is certain: secrecy makes people do and say crazy things.