An easy mistake to make

Every time the frequency of "reports" about rumoured new Apple products starts to increase, the phrase "Where there's smoke, there's fire." can be found in many an article. It's usually done in a self-assuring/self-deluding manner — take your pick — by the respective author when there is not even a bit of proof or an actual source, but loads of other New Media Douchebags "reporting" the same thing.

My only question is this: Are you sure you're that's smoke and not just very dense vapour?