As the world's media went into overdrive, reporting Fabio Capello's blunt assessment that David Beckham would never play another competitive game for England, it appears the story had already taken another turn.
Within minutes of his announcement, the embattled managerial team had seemingly apologised to the player privately, for the less than diplomatic announcement, while the latest press reports tell of Beckham's desire to fight his way back into consideration.
This is part of the magic that makes the Beckham brand so strong. It always throws up another twist and an extra turn and the very size of his celebrity creates reactions that are often impossible to predict.
Even if it does turn out that Beckham has pulled on an England shirt for the last time, the final whistle has certainly not been blown on the brand. Beckham's playing days were always going to be finite and his calm head and fabled right foot were never going to be at England's call forever.
This is something the player and his advisers have clearly understood and over recent years his brand has become less reliant on his playing career and increasingly revolved around the ambassadorial role he now holds.
In the wake of the current furore, Premier League side West Ham United has offered Beckham an open invitation to act as an ambassador for the club. He already acts as an ambassador for UNICEF, was England's ambassador for the 2018 World Cup bid and signed up with Yahoo! to act as an ambassador before this year's South African World Cup.
The Beckham brand has established its legitimacy and authenticity well beyond the touchlines of the football pitch and as such this recent dose of front-page headlines adds strength to the brand's future rather than signalling its demise in the years to come.
Indeed, it is also worth pointing out that Beckham has never ruled himself out of international selection, has never retired and has always said he would make himself available to play for his country.
He has never been the one to close the door and this is part of what makes him so appealing. People love his commitment to the cause and his dogged determination to do his best, even in the face of significant criticism.
Ironically, it may even be that English football calls on Beckham to lead one more rescue mission and if the team struggles to qualify for the 2012 European Championships, who would rule out a call up for the Boy Wonder?
Beckham's playing days may be deep into extra time, but the brand is just going through its warm up.
Andy Milligan is a co-founder of specialist growth consultancy, The Caffeine Partnership and author of bestselling business book Brand It Like Beckham.