There are three options. The first is that there is no corruption in the 2018 and 2022 World Cup bidding processes and every report to the contrary is just an extraordinary coincidence, or a conspiracy put together by people bitter about the results of recent World Cup bids. Stop sniggering, it's possible.
The world's biggest brands should all pull out of their relationships with FIFA at the same time, complete with the knowledge that every single football fan - and pretty much every other consumer too - will hail them as heroes. Let their competitors take their place, let them spend billions propping up one of the world's most loathed institutions and face the opprobrium of customers whose sense of right and wrong will have been heightened by a mass walk-out.
Fifa has to face up to the decision-making processes which are routinely scrutinised and alleged to be dishonest or improperly influenced. In the last four years, four members of its Executive Committee have been forced out on the basis of suspicions of bribery. For such a large and important global organisation, such negative perceptions are unsustainable.
It should have been a day of near-religious rapture, of raised hackles and chewed fingernails. We may sing in England about football coming home, but ...
Fifa is not above the law; it only looks like that. The FBI is conducting its own investigation into whether corrupt payments were made during the World Cup bids using computer servers based in the USA. They are free to bring forward their own prosecutions, like any other law enforcement agency if they believe that there is clear evidence of wrong doing within their jurisdiction. However, the only real way to hurt Fifa and to make it change its ways is through its finances.