The Oxford marketing consultant admitted this week that the dragon foetus he 'discovered' in a friend's shed two months ago was not a 19th century German hoax as he suggested to media titles around the world, but actually his own PR device.
But apparently there is no shame in that. Waterstone's, which has bought 10,000 copies of Moredun's fantasy tale Unearthly History, encouraged the author to come clean and is taking the dragon, which was created with help from Walking with Dinosaurs model-makers, on a tour of its stores.
The outlet has predicted that the book, which went on sale on 29 March, will be a hit.
The media has certainly welcomed being fooled, including The Times, which covered Mitchell's antics for a second time this week. He has also been welcomed on Richard and Judy and several radio shows and newspapers.
Let's hope the dragon doesn't come back to bite them again.