News is what is made news.
Point in case: This sentence on my blog here: "There's apparently a related project Boa (another serpent name along the family line of Viper that was the original codename for MTS), including the business markup language BML (pronounced "Bimmel") that he's involved in and he talked a bit about that, but of course I'd be killed if I gave out more details." now prompts, directly or indirectly, this here on Microsoft Watch and this on eWeek.
Nobody said that the project was software in product development. Nobody said it was about stuff that would eventually ship. Nobody really said anything that would be in any way relevant to technical or business decision makers today. What this shows is that there's a bit too much appetite for the next big thing while we're all still working on making the current big thing happen. Do you seriously think I am someone who'd casually leak Microsoft trade secrets on his blog?
And.... seriously.... go back and read the first six sentences on that entry with your brain switched into "active mode".