"I believe that we'll win the World Cup until the final whistle blows and we're knocked out."

TDH has been ruminating on the News of the World's fake sheikh stunt against Sven. And the more TDH ruminates, the more TDH thinks it's rotten.

Not that Sven is any saint. We already knew that he was available to anyone with a big enough bankbook or big enough boobs. And we already knew that he was prone to going behind people's backs, or behind their office doors.

But so far, he still has a shot at completing the mission for which he was hired. And for success, let's face it, England would pay with far more money - and far more Page 3 girls - than Sven could ever want.

If anything, the News of the World has made that mission more difficult. True, the sting could have taken place much closer to the tournament. But why rock the boat now with these potentially mutinous intimations? This sort of entrapment was not exactly in the best tradition of journalism - did the world learn anything new that it really needed to know?

Clearly, the job of the News of the World is to sell papers. But perhaps the wise readers of the red tops will have second thoughts about supporting an enterprise that doesn't seem to have their summer happiness at heart.