Picture and Video - Who does rumors benifit?

Recently, a person who shall remain nameless (He has requested that his nic not be used), posted a picture of the supposed new Mac mini on Macrumors.com followed by a video. What drives this individual to leak information about Apple's latest product? It is hard to say.  In his posting, he stated

"Why I did all this? Maybe you do not believe it, but I love Apple and somehow I think this can help to sell it, as more people will wait for it. It is good ad for them, I think. It is worth waiting!" (Forum post from macrumors)

So my question for all of you to think about is whether rumors help sell Apple products or hurt Apple?

One argument is that there is no such thing as bad publicity.  On the other end of the spectrum, there is the belief that expectations that don't come to fruition, lead to consumer animosity. It may all depend on the rumor.

So what do you think?  Who really benefits from Apple rumors? I am still on the wall about this one. What I do know is that the rumor sites traffic skyrockets and the advertisement dollars come flowing in.