Mathew Knowles(Beyonce's dad) admitted that the Bey and Jay divorce rumors were to promote OTR tour. He said in a recent interview

I know, because we've done this. From experience, there's a tour going on. So you sometimes have to ignite that tour. It's called a Jedi mind trick. The Jedi mind trick fools you a lot. All I know is the Jedi mind trick. Everyone's talking about it. Ticket sales went up. Solange's album sales went up 200 percent.

 

Well played! Looks like I'm not giving up on celebrity love just yet after all.