This isn't a "smark vs. non-smark" issue. The facts:
1) WWE produces fictional storylines and the performers are characters, much like actors playing roles on a "regular" television show.
2) Unlike above-referenced actors, WWE "Superstars" are expected to play their roles basically 24/7. Their FB pages are run by WWE and most of them send tweets in-character.
3) As more and more fans have discovered this (and have "discovered" dirtsheets and other "insider" resources that are widely available online), they pay attention to "backstage news". Witness, for example, the incident with AJ Lee and the reporter from Tribute to the Troops. The story, even on mainstream sources, quickly went from the "confrontation" between the two to the reaction of AJ Lee's boyfriend (CM Punk).
4) WWE isn't necessarily leaving anyone in the dark. They haven't talked about it on television, which actually supports Brit's suggestion that he's hurt and can't work and this has caused them to modify recent plans, but they're letting the rumor mills work overtime because they realize how good the buzz is for the characters involved.
I'm not saying it's definitely a work. I have no idea. I'm just saying that it seems a little convenient for it to go down as it reportedly has considering what they've been doing with Punk's character of late. If it is a work, I think it's a good one so far, because it's already generating a ton of discussion and speculation and they haven't had to do/say anything yet. But, I also recognize it could be a real situation and, if it is, then it is. Either way, if WWE hasn't learned some pretty interesting truths about the power of rumor mills, "insider sources", etc., and how they could be used to fuel the realism aspect of their product, then they're blind.
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