Summer, the season of slow news, was revitalized this year with scandal of all scandals: Rumors of Madonna stepping out on Guy Ritchie to enjoy a secret affair with Yankees all-star Alex Rodriguez. The New York tabloids had a field day, bouncing between denials from Madonna's rep Liz Rosenberg and tips from Madonna's doormen about A-Rod sightings. Meanwhile, Ritchie flew from London to New York so the couple could be seen doing normal things, like dining for the paparazzi, flaunting their children for the paparazzi, and loving each other for the paparazzi. Most saw through the charade. Then gossips in London began leaking details of on-going spats between the famous married couple, and how they basically led separate lives already, sleeping in different beds and, often, separate cities. And then yesterday came the penultimate headline: Britain's The Sun claimed a divorce was imminent. And today? Confirmation. Except the timing is all wrong, or so we imagined.

Back in July, we argued a divorce announcement wouldn't come until at least around Christmas time, when the news cycle would be even slower, and Americans and the rest of the world more likely to favor opening presents for Madonna's marital woes. Also, Madonna had a world tour to concern herself with, of which she is now in the middle of. And Ritchie, the erstwhile director, actually has a new movie coming out, RocknRolla, that doesn't need to be bogged down with bad press, since the resuscitation of his career pretty much depends on it.

So, yes, we were wrong with our timeline. It's the middle of October, in the middle of a week with no major holidays to obscure the situation, and Madonna and Guy are announcing — confirming — their split. So why choose today to break the news to the world? Any number of reasons, few of which make sense.

Madonna's Sticky & Sweet Tour, which has weeks and weeks to go, is an exhausting and grueling undertaking already, and has been torn up by press reviews, and fans, complaining of a lackluster show that reeks of past-her-prime pop star. Know what the last thing she needs in that equation? The media onslaught that's bound to follow today's news.

And Ritchie has RocknRolla to push. While Lock, Stock and Two Smoking Barrels put him on the map, and Snatch was well received, his projects since then have been snoozeworthy: Star, Swept Away (which starred his soon to be ex-wife), Revolver, and TV's Suspect. This year's there's RocknRolla, released Oct. 31, followed by next year's Sherlock Holmes (current in production). Ritchie needs to shine on his own talent right now, not because of his marriage falling apart.

Or maybe that's just it: They both realized now was as good a time as any to milk this thing for the press. Confirming a divorce means Madonna can work on becoming a sympathetic figure (minus the Sarah Palin bashing) while Ritchie is guaranteed worldwide coverage of his back-from-the-brink film. Or, if they were looking for deflection, tonight's third and final presidential debate could offer some, as the news media gets caught up in the race to Nov. 4.

These two may hate each other, but they're not idiots when it comes to publicity, fame, and making everything work in their favor.