It would be one thing if they just ignored or said "no comment" to the PoZ post / followup rumors -- like sure it would be sorta the same thing as saying "yes we are reuniting" but I mean they are reuniting and at least that way they could still follow their planed agenda. But continuing the flat out deny it just so they can suddenly announce it on some radio show or at the grammys or wherever their master plan is to do so? That's just not being honest. Sure. Zack ruined your big surprise. Stuff like that happens in the media business. Continuing the "we're never ever getting back together" charade is just making them look silly at this point.
You aren't familiar with how the media works are you? Everything is denied when leaked early. If you think they would release a tweet or a facebook update explaining how their plans to get back together were foiled by a website, you'd be foolish.