But who you gonna blame? The marketers who try the "I have a secret and I'm not telling you" line in an attempt to build viral buzz, or the people who fall for it and start creating that buzz? ("OOoooooh, a secret, how exciting! I wonder what it could possibly be!")

At the time of writing at least 14 people have decided that this information-free teaser is worth upvoting. Why did you do it, folks?

The older I get, the more careful I get about guarding my brain cells from pointless speculation about information that will seem incredibly prosaic once I've actually heard it.