Because 20 years ago deals just happened when the clubs released a statement via the media, no one Knew anything about it until a deal was very close or done. Now rumours true or not are all over twitter, Facebook and mongboards as well as the relentless thirst for info most fans have with fans stalking journos on twitter to be the be the first to get tweets from them and to post it on their clubs mongboard which means even the vaguest rumour gets column inches on the papers and websites. People can't kid chill out anymore and enjoy the summer they need information and they need it now. That's why 95% of rumours don't come off.