On the day that the new World of Warcraft Wrath of the Lich King game hit the shops the BBC ran several lengthy stories on different TV programmes, including a long section about the dangers of online gaming during its flagship Breakfast news.
Now there are reports that a schoolboy has collapsed into convulsions after playing the Blizzard Entertainment game for 24 hours straight.
The 15-year-old Swedish boy and his pals were playing Wrath of the Lich King when he suffered "what appeared to be" an epileptic seizure, according to The Times.
"They played all day and all night. Maybe they got a few hours of sleep. They ate a little food and breakfast at their computers," the dazed boy's dad told Swedish newspaper Kvällsposten.
More than 2,000 people - many dressed as elves and wizards - queued outside an Oxford Street store on Wednesday for a special midnight opening to buy the game's new £25 expansion pack.
What is remarkable is not the fact that people like playing video games (or dressing up as hobbits), but that the BBC, Times, etc, have all fallen for this rather obvious PR honey trap - simply engineer some scare stories and wait for the media to give your products unbelievable promotion you just can't buy.
The boy is "expected to make a full recovery", and probably pocket an envelope of readies for his part in this rather obvious stunt.
(And since when did being seen playing Dungeons & Dragons not get you beaten to pulp by orc-like bullies at school? I blame Harry Potter.)
Get free games downloads. Visit PC Advisor's dedicated Games website to download hundreds of the latest titles, to read gaming news and reviews and to pick up tips and discuss your favourite games in the popular PC Advisor Games forum