The main reason that a lot of deals appear to swing one way, then the other, is because many of them never existed in the first place. The intrusive nature of social media and, to a lesser extent, conventional media such as TV, means that news has to be created to "feed the wolf". Consequently deals are magicked up, tweeted, retweeted and all of a sudden become "fact" when they may have simply been made up by a bored 16 year trying to big himself up as "in the know".