It's pretty much standard operating procedure for many sites that cover Apple news. Some of them even repost with a "we think this is bullshit, but we'll run it anyway" angle to try and cover themselves. When then thin shred of possibility the original rumor was based on vanishes, they more often than not then write posts about why it was clearly not in Apple's interests for said news to happen. Rinse and repeat.

9 to 5 Mac are the worst at this behavior, but to be honest I'm embarrassed for them all.