Eh, not everyone does it. Some are MUCH more ready and willing to believe silly rumors than others.
Like roach, I really don't believe a rumor until it comes from a legitimate source, is backed by evidence, or at least seems somewhat reasonable based on information I already know. One thing I like about the SHH main page is that they usually refrain from just posting up any and all rumors that come our way. Usually, once something reaches the SHH main page, I'll know it has at least some basis in reality.
Also, there's a difference between a site-runner posting a rumor that he honestly believes might be true based on credible information he's been given...and what El Mayimbe does. I have little respect for an attention ****e who will hype up a "scoop" ("HUGE DC scoop coming later tonight!") only to post something completely unsubstantiated with little to no basis in reality, or a scoop that's not huge at all. I mean, Latino Review has been churning out "scoops" for BvS on a regular basis. None of them have been true and some have been flat our wrong. So at a certain point, it becomes a lot less fun reading rumors that are more than likely completely false than reading rumors that might be on to something.
A lot of these people like Jett, El Mayimbe, and others claim to have "inside sources" that they don't really have, and their main goal is to bring hits to their site any way they can, hence the attention-****ing. I can't help but feel a bit sour towards people like that. Yes, they give us something to talk about sometimes, but as I said, it's a lot less fun when you're know you're talking about something that will never happen. Some posters here are definitely more gullible than others, though, and will blindly buy into almost anything they read, so they are the ones who have the most fun with all the misinformation that we are constantly served by these rumor sites.