To be open minded, perhaps Emily has heard some of the things Zippo has, but where as Emily is a professional and withholds until they're confident, Zippo gets overly eager and reports on everything they hear from their sources. This would create a weird dynamic where to the outside, it looks like Zippo is just making shit up all the time, but to an insider they know Zippo isn't making stuff up, they're just not doing due process to wait until they have more definitive evidence.
It still doesn't help Zippo's credibility all that much though, since if you're unable to filter between the things you've heard that ultimately go nowhere and the stuff that actually happens, I can't rely on your info. Of course if ultimately Zippo's most recent batch info is nails on accurate, then I'll believe that maybe they've changed their method of vetting info and give them a bit more runaway on their next rumor.