There's been a fair bit of Nokia-related silliness around the web lately – even more than usual, believe it or not.
First came news that the company is supposedly looking at some non-standard form factor ideas going forward, and now comes the supposedly huge surprise that the company will use its own event to announce some new products.
Let's deal with the last bit first: Bloomberg's revelation that Nokia World 2012 on September 5-6 will see the company's opening salvo of Windows Phone 8 Apollo smartphones break cover. This, it says, is the god's honest from “a person with knowledge of the matter, asking not to be identified because the plan isn’t public”.
Now fair enough, Bloomberg is a big name in the game, and when it makes even innocuous claims, they tend to get reported.
But come on – Nokia World is probably the biggest own-brand mobile event of them all after WWDC, it's taking place a week before the expected iPhone 5 announcement, and we're already knee-deep in rumours of other WinPho 8 devices approaching the light of day from less “preferred” Microsoft partners.
I didn't realise anyone wasn't expecting the arrival of some WinPho 8 kit at Nokia World.
And even if you ignore all that, the claim isn't even a new one. It repeats something we heard suggested elsewhere barely two weeks ago. Admittedly, WPDang isn't quite Bloomberg - even if it does have a better name - but still.
As for the N-gage/twisty camera phone thing, it's fairly obvious Nokia has to bring some differentiation into the Windows Phone camp. Microsoft dearly wants it, and Nokia knows it's one of precious few areas it can make its preferred partnership actually count.
The rumours we've heard over the past few days, however, sound a little like a few concept ideas in testing that have been inadvertently assumed to exist in a single device being prepped for release. Throw in a projector, QWERTY keyboard and helicopter landing strip and we're in business.
Nokia can do quirky – dear god we all know that – but now isn't really the time for pushing the boat out too far. Those concept camera ideas sound interesting, but what most people are looking for is simply some Lumia-flavoured PureView action – anything else is purely going to be a sideshow.