Actually, that's only the most superficial and obvious translation. The original is layered with a far richer meaning. Rebus puzzles are "brainteasers" - implying an intentional overcomplication of the process to be solved only by those with an interest in such things. The white smoke is an allusion to papal elections - suggesting multiple unsuccessful precursor attempts, as well as a certain secretive/exclusive nature.

When one considers all the layers of meaning provided by the description, one realizes that these kinds of statements are actually extremely dense with information.