iPhone: Rumors, Betting and Co

The iPhone is generating such a “buzz” on the net that it becomes impossible not to hear about it wherever you go online.
In all likelihood, Apple's marketing group and Steve Jobs have controlled the game by releasing pieces of information about the iPhone in order to generate such news coverage, much larger than the most expensive ad campaign could have generated. In other words, how to have high-impact ads for free.
In comparison, the iTV device, officially introduced couple of weeks ago, doesn't really generate such enthusiasm or expectations. While we know the iTV will be introduced in January, nothing is really known about the iPhone.
To illustrate it, you can use search engines with "iPhone" as keywords or, more interesting maybe, look at the number of hits when searching "YouTube" with "iPhone" as a search criteria.
Of course, it is all about the money and market analysts as well as online betting sites are trying to make money with this rumour (http://www.bodog.com/sports-betting/business-financial-props.jsp). Apple managers might not like it, but it might be the price to pay for having such "free" marketing campaign around a potential product not officially announced yet.