The gist is that we may not be being told the truth. Analysis indicates that smoke and/or steam are coming through the concrete shield plug above the reactor vessel of Daiichi III.
These where done using Gimp, with some processing. The image is zoomed 300% (3x). The initial analysis indicates that the smoke/steam is coming from at least two and possibly three point sources on the concrete shield plug of the containment structure. One at either end of the center seam of the plug, and also on the right edge of the plug as seen from the camera view.
The schematic of the Mark 1 is:
The gasses venting appear to be coming out at some pressure due to the shape of the plumes. Images highlighting the concrete shield plug at a later time.