The internet-age means news and rumour mix like never before, and so it was on Monday that before we knew it, stories suggesting David Moyes was about to lose his job as manager of Manchester United were everywhere.
When the club reportedly refused to discuss the stories, the rumour-mill went into overdrive, and while Moyes remains in charge for now, the whispers will continue until the club say categorically that he is going nowhere.
Whatever happens between now and the beginning of next season, a cloud more grey than ever now hangs over the beleaguered United boss; and whichever side of the fence you stand - whether you feel Moyes deserves time or if a new man should take the helm - it is becoming clearer than ever just what a task it was to replace Sir Alex Ferguson.
Former player and now Match of the Day host Gary Lineker said just that in a tweet in response to the Moyes rumours.
"Always thought the manager's job to have at Manchester United was the one after the one after Sir Alex."
In short, following a legend is all but impossible, but following the man who failed to do that is - in contrast - a cake-walk.
Only time will tell how long Moyes remains United's manager. He could still go on to forge a successful legacy at a club that knows the benefits of patience in a sport where that very concept is often anathema. But then the club can only continue to falter for so long before time is called, however reluctantly.
Always thought the manager's job to have at Manchester United was the one after the one after Sir Alex.— Gary Lineker (@GaryLineker) April 21, 2014