The New York Times scooped the world's press with the first review of Bill Clinton's 957-page memoir My Life and everyone is scrambling for a piece of the action.
It appears to have broken an embargo to get its verdict out first and so far the inevitable avalanche of reviews from the world's press has yet to arrive.
The book does not go on sale in the US until tomorrow although there are said in reports to be several copies "in circulation", which presumably means in the hands of a small number of prominent politicos, journalists and publishing people. Some who have read the book have been giving their reactions - as have others that haven't.
The publishers will certainly be hoping that the coming days bring reviews more sympathetic than the New York Times', which was pretty scathing. It described My Life as "self-indulgent ... often eye-crossingly dull - the sound of one man prattling away".
That was the view of Pulitzer prize winning book critic Michiko Kakutani in a review headlined The Pastiche of a Presidency, Imitating a Life, in 957 Pages.
Kakutani criticises the book for having "dozens of pointless digressions about matters like zombies in Haiti and ruins in Pompeii". She says the memoir is like a mirror of Clinton's presidency, with its "squandered opportunities". In conclusion though she says his presidency feels like an "artefact from a distant, more innocent era" before 9/11.
Today the New York Times reports how the book is being attacked by his right wing enemies.
Many reports seem to just be cannibalising the New York Times review. But if you are looking for something more the Guardian has the only UK press interview, in which Clinton reveals how Nelson Mandela lifted him in 1998 during the worst months of his impeachment crisis after his affair with a White House intern.
Writing in the Washington Post, meanwhile, John F Harris says that the material about adultery and other racy aspects, while doubtless highly marketable, has "come at a potential cost". Harris says: "Some Clinton aides who read advance copies of the book concluded that the half about his youth and pre-presidency was told with more flair and evocative detail than the half about his presidency, which was written this spring under the pressure of an approaching deadline."
Harris quotes Clinton's spokesman, Jim Kennedy, who said Clinton was eager to talk candidly about his personal background and feelings but that the spine of his story was about public issues.
"It's not surprising that the media chooses to focus on some things early on," Kennedy says, adding that the "vast majority of the book is squarely focused on matters of substance and history and politics and policy".
Dan Rather, the king of US news anchors, who interviewed Clinton for 60 Minutes on CBS, has a positive spin on the book. He said: "For someone to publicly be this introspective, reflective and critical of himself is pretty remarkable and rare."
Joe Klein, who interviewed Clinton in Time magazine, said that in the memoir Clinton launches a "blistering counter-attack against the people whose books and actions were not in his 'non-nutcase' category - the members of Hillary Clinton's 'vast rightwing conspiracy', especially special prosecutor Kenneth Starr".
Yesterday the Observer said that the book describes how "Bill Clinton spent his youth as a fat, miserable boy and endured a childhood beset by violence and abuse".
It said that the memoir recounts how Clinton's infamous affair with young intern Monica Lewinsky was caused by "old demons" from his youth that have haunted him all his life.
Amazon.com, which presumably has some of the reportedly record numbers of 2 million pre-orders, tries to ramp up interest further. Its blurb says Clinton is "loved and reviled, respected and resented" and one of the "more polarising and complex politicians of our age".
It says his memoir "is an opportunity for Clinton to reveal his political philosophy and perspective on past events as well as a chance to influence his own place in history".
And to make money. Clinton has been paid an advance of £5.4m. Avin Domnitz, the chief executive officer of the American Booksellers Association, is obviously quite excited. He said: "It's a great combination: a tireless author who's one of the most recognised people on Earth and who never tires of talking about himself."
But promoting it has not been all plain sailing. Yesterday's Sunday Telegraph reported that Clinton lost his temper when repeatedly pressed about his affair during a BBC Panorama special due to be broadcast tomorrow. The newspaper quoted an unnamed BBC executive who saw the interview as saying Clinton "is visibly angry".
Today's Telegraph, meanwhile, says that "My Life looks certain to become the most widely read work of DIY psychoanalysis in history."