Before you stop reading this is not the billionth blog about how the supposed #ITK (In The Know) people make a pastime of creating enough rumours about football transfers that they will, by the law of averages, get one right one day.
It is similar though, and it does seem to be a hot topic, the hype of Sky Sports News blended with the idiocy of Transfer Deadline Day and the betting site, owned by Sky, SkyBet.
Normally sane people accuse a TV sports channel of creating a transfer story, and while issues like the Bale transfer do seem to give SSN a lot of opportunity to plug their betting service, quite how they can be responsible for creating a transfer is a mystery.
They don't help, and nor do TalkSport, much of the print & on line press and obviously the new world of social media fan fires that didn't even exist a generation ago. Based on nothing but sentences beginning with "according to our sources" or "we understand" people get into all sorts of rage and anger about a story almost nobody knows anything about.
The issue is that the clubs and players involved all have far too much to lose by going public with any information that may jeopardise a deal, which in the Bale saga is in the realms of £150+ million. Yes, the sort of money that you can buy some substantial companies for. Whether we like it or not, the deal is only in part about the player, the money is the key. Clubs owned by investment companies are there to make a profit, not a loss, and assets will be bought and sold accordingly.
Why would they risk a deal of £100 million so that they can keep the fans informed of progress. Deals like this are complex in the extreme, and involve all manner of lawyers to make sure nothing is said or done to damage the deal.
If you get extremely wound up by SSN or TalkSport or twitter and so on, there is a very simple answer, don't look at it. They all follow the same process, as expertly demonstrated by Jamie Oliver today in the Daily Mail. Cause a controversy with a quote or a half story, whip up the masses and the story and the associated book / TV show / betting spin off all reap the rewards. This hype exists because people want it to, so getting upset when the story does not suit your particular agenda is your own fault for listening.
And abusing a footballer directly on-line when you know nothing at all about what is actually going on should maybe a reason to turn the PC off and go and watch some football in the park.
Things were a lot simpler when you just got the paper in the morning and the new signing was on the back page holding the shirt up on the pitch, or there was just an announcement that the player had left.