The will he go or will he stay saga of Lewis Hamilton continues to dominate the headlines, with only the Kardashians, Andrew Mitchell, SARS and Downton Abbey coming anywhere close to giving it a run for its money.
Of course, the media frenzy has absolutely nothing to do with Simon Fuller's XIX Management company fanning the flames assisted by the exuberance of sections of the media.
As Bernie Ecclestone tells Caroline Reid that he doesn't know what Lewis will do, going back on claims a few weeks back that Michael Schumacher is about to retire again, McLaren is said to be upping its offer, while Niki Lauda - three-time world champion and former Jaguar team boss - is being linked with a new Mercedes "super team" at Brackley.
Even with talk of an impending announcement about the future of its F1 team on Wednesday from Mercedes parent company, there is a feeling that we are all being played for suckers.
As they say, all publicity is good publicity, be it for Bernie and CVC's sport or XIX's client.
What will be, will be.