The unveiling of players and managers has become a curious face of the media-driven modern game.
It is no longer enough for millions to be lavished on talent, it has to now be paraded in front of the cameras for the ravenous appetites of fans across the world.
It is not necessarily a negative development: in fact it is positive that fans get a glimpse early-on of the sort of people newly selected to represent their club.
Though there is a little bit of a feeling that, when it comes to these media circuses, it is sometimes a case of the tail wagging the dog – the image machine being more important than the nuts and bolts of getting a team functioning.
Because of these expectations people simply want to know when Antonio Conte, newly installed today as Chelsea boss , will be talking; and why it won't be happening today.
It has been the most frequent question put to me this weekend – impressive for a few days of such concentrated and glittering sporting action.
Watch: New Chelsea boss Antonio Conte in profile
Conte won't be speaking to the press today. And he won't be saying very much for the rest of the week either.
It is conceivable he might do something quite controlled for club media, a few words saying how pleased he is to be here for Chelsea TV perhaps, but don't expect life stories or squad lists.
And there is no great mystery, or inconsistency in this plan.
Until yesterday, Conte was Italy boss. From this morning, he was Chelsea first team coach.
If he was put up to speak to the media, what would he tell us?
He speaks good English. But, in common with a lot of new foreign signings, he is certain to need a little extra confidence in his skills, and a slightly broader vocabulary.
Juan Mata, when he joined Chelsea, insisted in doing media work partly in Spanish: usually taking questions in English, and replying through a translator.
Mata had come from a household where English was spoken since he was a very young age – but there was a totally understandable concern that, when speaking to millions of people, he might misplace a noun, or wrongly conjugate a verb.
After a pretty short period, he was answering journalists' questions in a standard of English better than some of his home grown team mates – and I expect the same to be true of Conte fairly shortly.
Nobody wants the shambolic and embarrassing spectacle that we saw when Luiz Felipe Scolari came in – unable to speak the language, or even properly pronounce the name of the club.
Conte also has other priorities.
Remember, Chelsea just suffered their worst season in a generation: and it is his job to turn that around.
His vision for the way forward has to be shared with those working for him first. Imagine learning about major changes in your own workplace from the boss on the telly. (And, yes, I know it happens – terrible internal communications, that one).
Another issue is that his team is still very much in formation – something resulting from the way Conte was recruited.
Transfers have been put on hold, while he steered Italy through the Euros: expect signings to now follow, and for a clearer picture of the new Chelsea to emerge.
Finally, there is a practical reason for not thrusting Conte before the cameras today.
The new Chelsea boss is big news – all over the world. And there is a lot going on in sport at the moment: the Euro 2016 final, a British Wimbledon winner (technically four of them), the British Grand Prix.
The domestic footballing press are, in many cases, making their way back from Paris, or even having a break.
So, this week, Conte will get on with his day job – getting to know the players, laying down ground rules, that sort of thing.
He is likely to do a short post-match press conference after his first game in charge, against Rapid Vienna on Saturday.
Expect little more than strict match reaction from that.
There is likely to be a little more coming out from the second game of that Austrian tour, against Wolfsberger AC – as there will no doubt be an action point in his calendar to get to know the English press too.
Watch: Mourinho's press conference in 60 seconds
There is a gap in the calendar of around a week, between returning from Austria and setting-off for the USA.
And here is where we might see some more action.
These unveiling events are huge: hundreds of journalists, camera crews from 20 or more countries.
They take plenty of organising: Cobham's little press theatre is usually bolstered with a grand tent in the grounds for them.
By then, new players will have arrived – also to be unveiled at the same time as Conte.
A new boss, fluent in his new club's language, surrounded by the players he has just signed, able to vocalise his vision for the future – one could almost write the story Chelsea want to get out of this event right now.
Conte will have a story to tell, and you can bet it will be an interesting one.
It just might take a few weeks to get it finessed to the degree expected by one of the world's biggest sporting clubs.
