If you’re looking for another signal that we’re facing dire economic straits, just check out the news today. A GOLD EXCHANGE WENT OUT OF BUSINESS. That’s crazy, right? Between that, and learning that Goldman Sachs rules the world, it’s obvious that things are going downhill in a hurry. Totally insane.

And totally not what it sounds like.

The blogosphere (Zerohedge, most succinctly) has been having fun with it this morning, but it appears as though the biggest scam from this scammer of a group was tricking the digital news world into thinking the world was ending, as automated syndication streams let the information spread like wildfire, unchecked. The London Gold Exchange sounds legitimate, but it was, in fact, a “digital currency” trader- essentially trading in made-up currency derivatives. It’s probably not even located in London, from what we could find on it. Perhaps the most amusing part of this three-ring circus is that gold bugs have been going nuts on Twitter over it- especially those advocating a return to gold as currency.

It’s funny enough, but there’s something else to remember in the midst of all this: a rose by any other name may be as sweet, but a name that smells of roses may be masking rot below. The lesson applies whether you’re picking stocks, conducting due diligence on a CTA you’re interested in, or making any other investment decision. Look before you leap.

Oh, and P.S…. Goldman Sachs may or may not rule the world. You can decide that on your own.