Well, Parliament has wound up for the summer and it's time for the traditional 'silly season' of stories, as the news media scrabble for stories to fill both print and electronic pages.
We just didn't think things would start here in comics world with the launch of a superhero fragrance.
Still, you've got to admire DIESEL, who have created this "new and utterly cool limited edition fragrance" Only The Brave: Captain America Edition. It's a sign of great faith in the potential popularity of the upcoming Captain America: The First Avenger film, which was partly shot in the UK - and the enduring appeal of the good Captain himself, discussed here on USA Today.
Still, we have to say the PR hype for this new license is a bit OTT. Created to celebrate the release of Captain America: The First Avenger, we're told this fragrance "signifies the ultimate encounter between the most iconic men’s fragrance and the most legendary superhero".
Our astonishment aside, you can't knock the product design - ace British comics artist Bryan Hitch designed the comic box the fragrance comes in and, in celebration of this momentous occasion, the Only The Brave fist will don Captain America’s iconic shield in a pop style: strong, fun, arty – heroic!
Yes, it's gloriously daft. But hey, it's clearly been done in style.