It is easy to see why. The Brit was hoisted on to the stage on high wires, portraying the Greek god Apollo, during a show depicting the battle of Troy. All of this while wearing his Vodafone fireproof suit.
'In the pantheon of ridiculous publicity stunts, it may rate among the greatest,' The Times declared last Friday.
The blame was laid squarely at the feet of his father Anthony, who largely runs his personal PR.
Michael Schumacher used to retain a personal PRO, Sabine Kehm, who stopped him from exactly this kind of farce.
At least Lewis hasn't got a tennis father watching his PR output. Diary fondly remembers bearded nutcase Damir Dokic, whose daughter, Jelena, was a rising star at the turn of the millennium.
Damir managed to get banned from the Australian Open for abusive behaviour and more recently threatened to kidnap his own daughter. Sometimes it just does not pay to keep it in the family.