Like the Liz and Shane show, celebrity altruism is shaped by publicists.

Whoever it is, the publicist directing the Shane Warne-Liz Hurley campaign is a genius. From the well-telegraphed arrival of Hurley at Melbourne Airport, to the car chase, to the Warne home with its well-publicised anti-paparazzi screen that announced where the happy couple would be staying, everything had been thought through carefully.

Nothing brings out crazy celebrity snappers like pretending they are unwelcome. Ruling out a press conference kept the respectable photographers at bay and increased the value of intimate "exclusives". The crowd milling around the lovebirds' nest meant the media was able to report the reaction of itself to each day's events, especially when the events got a little bit repetitive.

The evening TV bulletins broadcast live crosses to reporters outside the Warne home. In case we forgot about them, the couple were tweeting their movements to ensure coverage of their excursions.

We will have to wait to see the new label or product that the glamour couple will endorse. Shane already has the "Spinners" range of underwear. It is a strange choice. He does not seem all that interested in keeping them on. But the dual endorsement of Liz and Shane will be much more powerful than either of them individually. They are the biggest thing since Posh and Becks. They bring together sport and entertainment, talent and glamour.