It seems the Koukash effect is rubbing off.
Hype it up and hype it up some more.
I know some people will knock this, but it's what football do all the time. If you want to market a club and get press, then you have to put out the hype. It's the only way to catch the eye and so keep the club in peoples minds.
Look how Salford have been getting in the press the last few days (yes they need it more than us, but we are not above getting some press).
They push out a few statments from some dropped England players that they are not going to play for England. Hardly amazing news, but still gets headlines for Salford.