The study introduces 'earnings purity,' a concept based on the 'gold content' of target earnings, to evaluate its impact on merger and acquisition (M&A) premiums. Our findings reveal that targets with higher earnings purity command increased valuations and premiums. Further analysis of the information effects uncovers a U-shaped relationship between earnings purity and negotiation duration, suggesting that elevated premiums might not always be justified. The heterogeneity test indicates that the effect of a target firm's earnings purity on M&A premiums is more pronounced in cross-border and inter-industry M&As. However, it is less influential in cases with larger target firms and better external conditions. These results highlight the dual aspects of M&As, presenting them as both advantageous and potentially hazardous.