Headlines.
And I vividly remember a lot of people laughing at Drake talmbout people catching a body for him. But we let it slide, and now we're years removed and he's walking around in mink acting like he's Kingpin Chapostein and it's now too late to check it. He learned from the greats at this very thing
. If you can make a claim and stick to it, after long enough you've been saying it without proof otherwise that people just roll with it. Ross claimed he was big weight-mover, Wayne claimed he was the best alive, and Khaled claimed he did... well. Anything. Drake came up around that, and... welp. No one told him he wasn't in time, so now it's basically true. Perception is reality, etc.