Time was when lawyers did deals, had a quiet drink to celebrate, then moved on.
Now that's all changed, of course. Today firms will take the tiniest opportunity to grab a spot of limelight.
So, as news broke today of the biggest pay cheque in UK TV history - Simon Cowell's £20m deal to stay with ITV for three more years - a press release trumpeting its supporting role in Saturday's X-Factor final also landed on our desks from well-known media firm Lawrence Graham.
For what was actually a fairly small job on a minor £4m investment, Lawrence Graham was as cock-a-hoop as a bunch of Aussies.
Still, it's Christmas, so in a charitable mood we'll overlook the hugely ramped spin - and Lawrence Graham corporate partner Hugh Maule's quote, which was even cheesier than X-Factor loser Eddie Munster's repertoire.