Wedding bells for America's favourite sex salesman? Poolside nuptials in Nevada, complete with topless blond bridesmaids? How the hell do these rumours get started, anyway?
Jayme Smith has a shrewd idea. The 27-year-old Fort McMurray woman, who describes herself as a "businesswoman and mother of two," has been fielding calls for the past 48 hours from media outlets all over the continent.
And they all want to know if she's tied the knot with the owner of the infamous Moonlite Bunny Ranch brothel, Dennis Hof.
"Not true, not true, not true," said Smith yesterday, laughing ruefully.
"Entertainment Tonight was phoning, but I didn't pick up. It's crazy. I don't know how the story travelled this far."
All the way from the Las Vegas airport, in fact - where Smith found herself arguing with a ticket agent about two weeks ago on her way to visit her "special friend," Hof.
"What happened was, I missed my connecting flight to Reno," she said.
"They told me I'd be stuck in the airport overnight.
"So I thought I'd try to talk them into getting me on an earlier flight. I told them I couldn't wait because I was going to miss my own wedding, and I gave them Dennis's name.
"And I guess some people overheard me."
Heard, and told - the Sun was one of the media outlets contacted by tipsters who witnessed Smith's bogus wedding prank.
And Hof himself was fielding calls from multiple media outlets yesterday, including the National Inquirer.
"Hey, I just smile and say, 'You never can tell,' " Hof said, chuckling.
"Maybe I'm just doing my bit to improve Canadian-American relations.
"Canadian girls are beautiful. Maybe it's time I thought about settling down - move up to Fort McMurray. Maybe buy a farm."
Smith said she and Hof have been dating for the past few years.
They met through a mutual acquaintance - an assistant to Larry Flynt, the Hustler publisher and free-speech advocate.
"Dennis thought the whole thing was a hoot," she said.
"He told me to tell the press that I'm having his baby.
"Oh God - that's not true either. That was a joke."
Smith said she's thought about moving south to take a job at Hof's bunny ranch, if she can get a work visa.
"I love it down there."
The Moonlite Bunny Ranch is the most famous brothel in America. It opened in 1955, 17 years before prostitution became legal in Lyon County, Nevada.
Hof bought the business in 1993, announcing his intention to turn the ranch into "America's premier house of ill repute."
The ranch employs 200 sex workers, who kick back half of their fees to the house.
It features Jacuzzis, spas and a private helicopter pad for jet-setting clients - among them, according to reports, Minnesota former governor Jesse Ventura.
Hof is a controversial figure. Although the brothel's staff are regularly tested for STDs by doctors and don't have to pay penalties for refusing a client, critics accuse him of glamourizing a business that remains dangerous and degrading for most prostitutes.
Hof and his brothel vaulted into pop consciousness in late 2002, when HBO aired the documentary Cathouse. The documentary was filmed with hidden cameras and depicted clients trotting out their sexual fantasies and haggling over price.