First, The Outside Organisation calls to say it is they who are handling PR for Cowell's artists on behalf of BMG. In response, Hackford Jones insists they are handling PR for contestants Rowetta Satchel and Steve Brookstein on behalf of Cowell's own management company Tforce.
When we put this to Outside corporate comms head Jonathan Morrish, he asked - rather amusingly - who Satchel and Brookstein actually are.
Talkback Thames then got in touch to say it is handling PR for the contestants - on behalf of the X-Factor show itself.
Just as PRWeek prepares to tune its TV to another show, metaphorically speaking, the phone rings again. This time it's Cowell's office at BMG on the line wanting to 'clear things up' - once contestants have been evicted from the show, they will be given guidance by Outside, they say.
Outside will also be responsible for the PR of the X-Factor winner and an X- Factor tour, once the 'talent' show has ended.
Clear as mud.