The Sun doesn't seem to have worried about collateral damage to its stablemate's reputation with its little Page Three game this week.
First it leaks the decision to drop topless women to the Times, securing prominent coverage without making any announcement.
Everyone trusts the Times and the story takes off into the stratosphere. The Sun's spokesman stonewalls as campaigners celebrate.
That should have been enough for anyone, but the Sun is greedy for everything but humble pie, so Nicole from Bournemouth appears braless on page 3 and PR chief Dylan Sharpe indulges in some gloating Twitter trollery.
What larks, Pip, what larks!
But what about The Times's Alex Spence, pictured, who has a day of people throwing custard at his face over a story he knows to be true?
Today's beauty has put her bra back on - the "There's More-anda on Page 3" puff on the front is a reference to the number rather than naughtiness of the inside pix. The Sun has traditionally eschewed the topless models in its "family" Saturday paper, and so come next week, the bare breasts will surely be but a memory.
The Sun, which has had a spot of bother with the Met over the protection of sources, should be grateful that Spence has honourably declined to reveal where his story came from.
Let's hope there's a bottle or six of something good on the way to him in the lifts of the Baby Shard.
[That's enough Alex Spence in this Notebook - Ed]