Which is why they should just shouldn't comment on it. Isn't that normally "how media works"? You don't release a statement. If someone asks, you say "I'm not going to comment on that at this time". I personally can't think of any situations off the top of my head where flat out denial occurs even though its actually sure.
So their denial up until this point has been to peek peoples expectations and curiosity more. Cool, I guess. As annoying as pussyfooting is, it's understandable and better than a "mystery" web campaign/scavenger hunt.