Mashable has a new standard for fact-checking rumors:
...While you should look at all of this information with a skeptical eye, a raised eyebrow and folded arms, the rumor sounds slightly more credible than the junk typically spewed out from Taiwan industry pub DigiTimes. For starters, reviewing various prototypes before deciding on the final production model is a standard practice in manufacturing, unlike many rumors that imply certainty about what something will look like.
Also, the overall vagueness of the rumor (no precise screen measurement, no photos, nothing about the insides) at least gives an appearance of authenticity. After all, if you were just going to make something up, why not be more detailed? There’s certainly no shortage of potential features to choose from.
To answer that last question: it's because desperate sites will apparently publish it anyway.