This landed on newsdesks just days after the Financial Services Practitioner Panel - which monitors the effectiveness of the regulator - heavily criticised the FSA for regulating too much and 'stifling innovation'.
A glossy information pack, entitled Inside the FSA: The Bigger Picture, has been winging its way to 750 UK and foreign journalists over the last couple of weeks in a bid to, as the FSA puts it, help clarify 'misunderstandings'.
PROs at the body are also proud to announce that journalists can add regular 'pack updates' to their fact files.
The FSA will no doubt be miffed to hear the brochure has not been as warmly received by those it targeted in the City as had been hoped.
One senior financial hack reportedly binned the pack on first sight, while another questioned its timing, 'Surely it's pure coincidence?' says one cynical City journo.