It would be nice if rumor sites didn't publish this stuff which just pushes it out there even more. You know sites like Business Insider are constantly checking Apple rumor sites for D&G and FUD they can publish.
How do you propose Apple do this? If a la carte was economically feasible cable companies would already be doing it. People look at what Apple did with music and iTunes and think they should be able to disrupt TV too but the situations are completely different. Nothing comparable to Napster in the TV space.
So who are the people Apple is keeping? Does Beats have a lot of hardware engineers or are they mostly people working on the streaming music app? The headphone designs were done by a 3rd party design firm (which said its work would be transitioning to Apple's design team).