Well, you learn something new every day. Well done on Ifrit, even though I found myself a little annoyed at the long-windedness of their clues, that was probably the intent, wasn't it?
And agreed, considering the newer folk don't have as much concern for accuracy, it makes it a tad more obvious they're doing it for the attention. Whatever will get eyes on them, regardless of if the rumors are correct or not. Combine that with the folks who're more focused on the hype of speculation, and you get a whirlwind of muddled misinformation.
Something which probably didn't help the matters is when Chucky was announced on Halloween, clearly an outlier in terms of announcements, but it makes folks think that things can be hinted at much earlier than usual, even if that's not the wisest of ideas and led to the self-inflicted chaos of last year.