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I honestly doubt people could just make them up. I mean, alot of people have claimed to see them. How could they all have hallucinated and seen practically the same type of image? 
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Perhaps because they've all heard of each other, which colours their expectations? Perhaps because the
situations that lead to a ghost-sighting (eg infra-sound or carbon monoxide inhalation) have consistent effects on different people (feeling a "presence", unexplained feelings of anxiety or dread, etc).