I read a book about conspiracy theories recently wherein the author spent a lot of time talking to actual conspiracy theorists. Apollo isn't mentioned in the book once. Who wrote Shakespeare's plays is, but not Apollo. The hoax theory isn't dead, but it's certainly dying.
"Now everyone was giving her that kind of look UFOlogists get when they suddenly say, 'Hey, if you shade your eyes you can see it is just a flock of geese after all.'"
"You can't erase icing."
"I can't believe it doesn't work! I found it on the internet, man!"