When David Haye finally gets in a ring with Dereck Chisora – because rest assured that one day, as sure as the clang of the timekeeper's bell, he will – the fight's promoters will waste no time smearing their snouts in the publicity trough.
They will stage separate press conferences and split-screen weigh-ins. They will employ unprecedented numbers of ringside security. They will speak with straight faces of the need to uphold boxing's image. And the saddest part of the whole charade will not be that two men at the centre of Saturday night's uproar will stand to benefit financially, it will be that we, the British public, who have rightly expressed nothing but distaste for the pair's very public behaviour, will leave our morals at the door and buy into the whole unseemly business like never before.