There's no doubt that Simon Cowell will be facing jokes and jibes about the revelations that have come out of the unauthorised biography, 'Sweet Revenge: The Intimate Life Of Simon Cowell', for many years to come. So why did he let it happen in the first place?
Whilst many of us thought that Simon would no longer be talking to the book's author and journalist Tom Bower for making his affair with Dannii Minogue public, claiming that he fancied Cheryl Cole and revealing the media mogul's plans to sack Gary Barlow from the X Factor, we were wrong because Tom revealed in an interview on ITV1's This Morning last week that despite all the controversial claims, he was still friends with Simon.
He said: "We get on very well. Finally he said to me last night, 'we remain friends'."
And that they do as the media mogul was seen attending the book's launch at the Serpentine Gallery in London last night. Despite telling the celebrity filled audience that he was "embarrassed" about the revelations as well as apologising to his friends and family, the current BGT judge looked in good spirits.
It is those good spirits which have led us to question whether the release of his unauthorised book was a ...dare we say it... a publicity stunt - seeing as his show Britain's Got Talent is currently taking up the Saturday night schedule on ITV1. Not to mention, the on-going ratings battle with the BBC's new talent show, The Voice.
Or we could be completely wrong and the media mogul could just be dealing with the situation by smiling and making the most out of it before the next scandal comes along.
What do you think?
The Controversial Life Of Simon Cowell