Mr Henry says the rumour that he is about to sell the Red Sox is baseless.
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This hoarding, or even the attempt to hoard, becomes known and then the rumour takes off.
Even so, the rumour was enough to excite the financial markets, and especially that for gilts.
The rumour is that there will be a fuller public launch in the coming weeks.
It was fun while it lasted, the rumour of a gaunt and dynamic game-changer riding over the horizon.
Although the firms condemn the rumour-mongering, stories that Morgan Stanley was looking for a partner continued to swirl.
The leader of the House said he was aware of the rumour and had "no idea" where it had come from.
Then the article came out a day later, confirming the rumour.
Now, the owner is watching the rumour swirl with studied Teutonic detachment.
That has not stopped the rumour mill from highlighting several possibilities, most of them considered last year before Mr Obama settled on Ms Sotomayor.
Some American banks are now talking about pulling out of London entirely: Goldman Sachs is the name most often churned out by the rumour mill.
By that time the rumour mill was spinning news of a Labour victory and the grey faces of the SNP activists seemed to confirm it.
In fact it seems as though many in the market were highly sceptical, not just of the rumour but of the increase in share price.
The rumour struck at the notion, cherished by some holders of Greek bonds, that there is untapped demand in Asia for the riskier sorts of euro paper.
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Football is a results business, but on TDD nothing gets you going like all the rumour and speculation, wondering just whether Robbie Keane will move back to Tottenham from Liverpool.
Is social media adding grist to the rumour mills that have triggered the exodus of workers from north-eastern states living in Bangalore and other cities in India?
In a sad twist of history, he blames the rumour on the tribes in Oklahoma who have a strong vested interest in luring Arkansans across the border to gamble in their own casinos.
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The rumour is that the committee chair, John Whittingdale, would really like to get this stage over with, but that other committee members have locked their jaws onto the issue and simply refuse to let go.
In a seemingly direct inverse of the price move, the volume of shares being borrowed has also climbed by 30% since the rumour, while the cost borrowing Netflix stock jumped from just 0.78% on an annualised basis, to 4.4%.
The rumour on Brazzaville's quiet and tree-lined streets is that the fighting in Pool has somehow been orchestrated by bigger men than Mr Ntoumi, who want a place at the trough, and don't mind sparking mayhem to remind the president that they can do worse if denied their cut.
It has been said over centuries that rumour gets half way round the world before truth can put its shoes on - and that was way before the internet, and the ability to send rumour sprinting at the click of a mouse.
But the Washington rumour mill has not been forecasting that John Taylor, the treasury under-secretary directly responsible for policy in this area, is about to pack his bags as well.
What is even more telling is the reaction of the market to the Microsoft rumour.
The post quickly went viral, causing Facebook to publish a statement, quashing the false rumour.
Indeed, I can see a plausible explanation for how the whole rumour started.
The Milan rumour mill thinks an Italian suitor will come forward.
The latest rumour emerged earlier this month, with claims he had agreed to join Ferrari in 2011 once Felipe Massa and Kimi Raikkonen's deals have expired.
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