This week, The Sun has taken great pleasure in playing misogynist God.
On Tuesday it reportedly axed its controversial topless Page 3 feature (to the applause of many), only to reinstate it today in a cheap shot at critics.
"We've had a mammary lapse," read the front page. Inside, underneath the picture of winking 22-year-old Nicole from Bournemouth, the paper poked fun at the journalists who had covered the story over the past few days.
So far, so dreadfully unfunny.
The Sun may think its had the last laugh, but its childish behaviour has only strengthened the reach of the anti-Page 3 debate. Not only has it brought the issue to a wider audience, but helped to enlist more supporters.
On Monday evening, when the news broke on Twitter, No More Page 3's founder Lucy-Anne Holmes appeared on Newsnight. By Tuesday morning, other HQers has appeared on BBC Breakfast. Coverage and debate is still going strong days later.
For a campaign counting 215,000 signatories on Tuesday morning, reaching such captive audiences has enormous potential.
In another spectacular own-goal, The Sun's PR manager Dylan Sharpe thought it would be a good idea to start trolling Kay Burley and other Page 3 opponents with a picture of today's topless model.
Suddenly that "if you don't like it, don't buy the paper" defence has been completely undermined. And naturally, Twitter has gone into meltdown.
Talk about digging a grave for your own feature.
If the last few days has taught us anything, it's that The Sun will do whatever it likes, whenever it likes.
The paper has refused to comment or offer even an hint of explanation about its actions. And as such, it seems we can expect boobs for the foreseeable future.
But while we may have no power on the decision to kill off Page 3, public opinion is everything.
There is arguably far greater power in influencing the mood around representations of women in media. And this has certainly happened.
Of course, if like me, you're still set on seeing the end of Page 3. Don't just refuse to buy the paper or tut while reading your broadsheet, do something about it - sign the petition and get others to do the same.