The Guardian ran an article on Monday about Richard Desmond's acquisition of Five, the TV channel: a 1,700-word piece that took two journalists to write.
I'm not surprised. It was probably the only way to get two people's hands working the keyboard, as they were both clearly holding their noses at the time.
Richard Desmond attracts the sort of "Oh gawd, anybody but him" media reaction that used to be the meted out to Rupert Murdoch, the Sun-loving mogul who might not have won over all his critics, but who now has their respect.
So, the news today that Sky has signed a five-year deal with HBO to screen its back-catalogue and future programmes when existing deals expire has caused little consternation and been largely well received.
It strikes me as a canny move. Sky is currently making money and adding subscribers in a tough market and at a rate that few predicted. It has successfully broken the resolve of the middle classes who hide the tell-tale dish behind Aga flues and wisteria and can now watch sport and The Simpsons to their hearts' content while telling their neighbours about the joys of Sky Arts - of which there are many.
Sky is now targeting the next raft of the "I would never give Murdoch a penny of my money" brigade, to do just that. So buying up the rights to HBO's archive which contains some of the best television made in the last decade - with intelligent storylines and exquisite production which provoke intense philosophical chat in the drawing rooms of Hampstead - should help do the trick.
And when they do subscribe, they will find out, like that rest of us, that Sky is good. I think it was Sam Chisholm who was asked, in the early days of Sky, how it was that the broadcaster had transformed the experience of watching sport on television when the BBC and ITV had enjoyed the rights for years but never innovated in the way Sky had. "Oh, that's simple," he is reported as saying, "it's the only thing we had".
Some might say that of the £878m profits reported this morning, more could be invested in original programming, but I suspect that's not really Sky's game.
It is rights management that lies at the heart of Sky's success. Today's reports are suggesting that Sky paid £150m over five years for the rights to the HBO programme base. If that figure is correct, it would seem to be a good piece of business. For that, it's getting five years' worth of guaranteed hits - season eight of Curb Your Enthusiasm is currently being made - that appeals to a demographic the broadcaster wants to grow.
To make new programmes of that quality and quantity, with no guarantee of success, would cost significantly more and wouldn't benefit from the "brand glow" of HBO. What Sky will do, as it has with its treatment of sport and latterly the arts, is to add value through technology, promotion and packaging.
It's a winning formula at the home box office.