Now the Labour leader has to hope that, politically, hackgate is the gift that keeps on giving.
In a crisis the right course of action can quickly become clear - a good politician like Ed, with his antennae fully extended, can really seize the moment and show impressive leadership. In asking those three key questions of the Prime Minister early, in not fearing the consequences from the Murdoch empire, he jumped up in public estimation. He was asking the questions we all wanted to ask.
But therein lies the rub. After making his mark in the televised debates, Nick Clegg became the nation's darling for ten days over the general election before his popularity fell off a cliff.
Similarly, Ed is finding that, while there has been marginal uplift in his popularity, it looks unlikely to translate into the long term.
The timing for this event is all off for a Labour Party in the grip of a wide policy review and unable to present a broader vision.
Ed may not be overly concerned with this - he will focus on doing the right thing for the country and holding Number 10 to account. But, now that he has earned the right to be heard on this issue, he needs a lot more to say.
This has to be the moment where he shoves the 26 policy reviews to one side and tells us about his vision for Britain in language we can all understand.
He's got one big opportunity for this - now and over the summer. He's got to present a vision way bigger than huskies and hoodies.
It's got to be about him - his own views, simple and coherent: a rallying cry for Labour and the only way to retain the public ear.