Hi,That, of course, was pure fraud from the beginning. This might be, too. At the very least, it's looking like poor science. They should have never released any press announcement unless they had reached a point of knowing that their results were reproducible, or at least verifiable, by others. When I worked at NIST, we thought we were onto something that would have been ground-breaking. But, knowing that extraordinary claims require extraordinary proof, we kept setting out to proof ourselves wrong and eventually we did. The same thing when I was working at the Academy. Incidental to the work we were doing, we thought we had stumbled upon a way to distinguish between different hash functions, such as SHA-256 and MD5 and some of the SHA-3 candidates. That would have been huge news. But, again, extraordinary claims. So we spent a couple of months trying to confirm the results, which kept looking promising, and assuming that they were, in fact, an artifact of some little mistake, and eventually we found the mistake. In both cases, the attitude from the beginning was that there was no way we were going to make some public claim unless we damn well knew that we had done the work to back it up.
In this day and age and with the internet, it seems the other way around now. Make any dang claim you want then make up some excuse once the dust settles down. The old adage was, "Extraordinary claims requires extraordinary evidence", but the new one has become, "Make any extraordinary claim you want as long as it gets people to read about it".
A good example I think is incredibly underpriced items or services and when you click on them it takes you to a search to find those very items or services! They state they are available, then pass you off to a search engine, which of course, never finds anything at those incredibly low prices.
Another trick is to just include one of the words like, "might", "could", "should", etc. Combine that with one of the words like, "breakthrough", "ground breaking", and you've got a 'big' story going. There's also phrases like, "major step toward", and stuff like that which gives it a boost too.
Maybe it is the internet that caused this. It's too easy to make claims and have them read by a large audience. It's probably too tempting not to do that if you are writing about these topics.
