Biblical Ruins Revealed?

I am continually amused by Fox, only because of the way they present their stories.  Here's the headline:
"Archaeologists Uncover Ruins of Biblical City Shekem in War-Torn Palestine"
Makes you think that a brand new site has been discovered, but you'd be wrong.  This site has been worked since 1913 and will be open to the public in 2012. 

Why am I talking about it?  Well, this is the scenario that I envision.
The local preacher/priest scans the Fox website, sees the headline, doesn't actually read it (who has time for that?), writes a serman that includes stories of Abraham and his son Jacob (who have Biblical ties to the town of Shekem), deepens the hold he has on his flock with some of the usual rhetoric and telling them that this is "more brand-new evidence" that the Bible is fact.