I see rumours as "hooks", way that the GM invites the players to do interesting things. In most games GMs hand them to the players on their own or because of player's actions (like asking around, reading notice boards etc.), during what TOR calls Adventuring Phase. This "traditional" approach, when too "generous", seems to make the TOR's mechanics for getting rumours in the Fellowship Phase irrelevant. Why spend time or get the virtue if rumours can be obtained "for free"?
On the other end of the spectrum I can't imagine making the mechanical way of obtaining rumours mandatory
Do you have a problem with that in your games? If yes, how do you deal with it? What's your balance between the AP and FP rumours?