Ranged against them, and given voice by Max Clifford - who has run a successful campaign building Pop Idol meanie Simon Cowell into a more user-friendly brand - are the Betrayal Tendency. Clifford gives the handling of this announcement - brought forward after rumours circulated among the tabloids - just seven out of ten.
It would have been better for Will to have come out before the final two-way face off. He may have lost the competition, but would have avoided any claims that he misled his adoring public. He would also - as Pepsi's sponsorship deal for losing finalist Gareth Gates shows - have become something of a pop idol anyway.