The same things happen with pricing. When Nikon's Df retro-styled DSLR started to leak out, rumors were flying about a price tag in the $1,500-$2,000 range. Of course, the actual price is more around $3,000. Yes, that does seem expensive, but for someone who was expecting those $2,000 predictions to come true, it was infuriating. The untrue information that "leaked" before release actively changed the way people saw the camera.