Because you can get hits with rumors? (Hits with the rumor today, and more tomorrow, when the inevitable follow-up lands. And the day before the event, when y

Because you can get hits with rumors? (Hits with the rumor today, and more tomorrow, when the inevitable follow-up lands. And the day before the event, when you reiterate the state of the rumor mill, and the day after the event when you score the rumor mill...)