It was, one blog noted, "the least surprising news since Lindsay Lohan entered rehab". Yes, Hillary Clinton is to run for president.
Given the lack of shock at the first lady turned senator's announcement on Saturday - both in the fact it happened and what she said - many commentators have instead focused on her method.
Like Barack Obama and the outsider Bill Richardson, the other two declared challengers for the Democratic ticket, Ms Clinton told the world of her ambition via a video message on her website.
The brief film is a masterclass in tasteful presentation. Looking regal yet relaxed in a red jacket, she sits on a sofa with an arm propped casually on a floral cushion.
In the background, a door leads out to a garden, while the familiar figure of husband Bill can be seen - but only just - in a distant family photo.
In contast, Mr Obama's film is a much more straightforward close-up shot of the candidate delivering his message dressed in an open neck shirt.
More traditional still, the New Mexico governor Mr Richardson wears wears a dark suit and tie for his pitch (he also recorded a version of the announcement in Spanish).
According to columnist Steve Rosenbaum on the Huffington Post, Mr Obama appears "convincing and colloquial" - a marked contrast to Ms Clinton:
Hillary is struggling with words that are not her own. You can practically see the teleprompter reflected in her eyes...
When she then says - "Let's talk, lets chat ..." you can just see the speech writers trying to find a way to soften her with the word 'chat'. Please. Hillary Clinton doesn't 'chat' - and it's not credible coming out of her mouth.
Rightwing blog Patriots and Liberty is scathing about the somewhat less than specific content of the address:
Hillary's campaign workers posted a videotaped message on her web site which said, "I'm in and I'm in to win." As opposed to "I'm in and I'm in to lose"?
Others concentrate on the way Ms Clinton and the two other candidates are using the internet at the forefront of their campaigns, not only with videos but also with sophisticated websites.
These range from the fashionably sparse look of Mr Obama's site to Ms Clinton's glossy, corporate home page, a feast of presidential-looking reds, whites and blues.
Web industry blog the Bivings Report judges Ms Clinton's site to be "pretty good", while noting that around half a dozen senatorial candidates in last year's midterm elections used "pretty much this exact same design".
But the Blogging Times is less convinced:
Hillary is running! Obama is running! They're embracing Web 2.0! Joining the conversation! Online video! Blogs! MySpace! What a massive load of garbage ...
It's all spin. Plain and simple. Don't for one minute believe that Hillary Clinton is somehow this wonderful candidate who understands attention, conversation and blogging. If she does it's because one of her campaign team wrote her a really good briefing note and told her it's a great way of getting her message (spin) across.
Delivering spin is all about control. Online video is a spin doctors' gift from heaven. Where spin use to be focused on sound bites, online video allows a broader message to be delivered without the editing you get with the mainstream media. He who controls the message wins the war is a stock standard concept in political spin.
