When the news of the royal contractions was announced, End Game joined in the celebrations.
This wasn’t because we were looking forward to hours, if not days, of tedious fact-free rolling news reports, but because we knew that NHS public relations people will have spent the past few months preparing tenuous tie-in announcements, and now was their hour to shine.
Quick off the mark was Frank Soodeen from the Nuffield Trust, who has tweeted: “What will NHS be like when #RoyalBaby is 25? Read http://t.co/4Ylr23j4pi for some well informed, and contrasting predictions”.
A good start, but what else will the NHS PR machine come up with?
Stay tuned to find out…