Media reports circulated this week, claiming that Microsoft founder Bill Gates had ordered the world’s first super-yacht with hydrogen-electric propulsion for an estimated £500m ($644m).
This was followed swiftly by a statement from Sinot Yacht Architecture & Design, the Dutch firm that developed the concept, which stated words to the effect of "No, he hasn't".
On Watch has thought about this, and humbly opines that the genesis of this story is ... interesting.
Even though it was refuted a day later, the story has gone viral and a quick search on Google shows the world's media are still reporting what would appear to be fake news.
Almost all of the stories are illustrated with renderings of the 112-metre Aqua's plush interior, infinity pool, helipad, spa and gym, all taken from Sinot's website.
Sinot stated that its Aqua concept, which was debuted at the Monaco Yacht Show in September last year, is "still under development".
The concept yacht has the potential to reach speeds of 17 knots per hour and travel 6,035 km (3,750 miles) — roughly the distance from London to New York — before it needs to refuel.
But just in case it cannot, the concept design also features a backup diesel system.
Philanthropic priorities
The story broke on Sunday, a day ahead of the publication of Bill and wife Melinda's much-publicised annual letter, in which the couple set out their philanthropic priorities for the year ahead.
The letter said "the world should be doing more to address the needs of its poorest people" (which surely does not chime well with claims of splashing out on a souped-up seaborne camper van).
A week ago, Sinot and its Aqua concept were fairly low key. Few people knew about the experience of the “mare tranquillum” of its lower deck, or the “moon-shaped portals” surrounding the central lobby that lead to the gym and massage room.
Sinot said it invites "any visionary client to show their interest" in its hydrogen-fuelled concept yacht.
Who needs the Monaco Yacht Show to showcase your design when you can leverage the name of one of the world's richest men?