Don't think old Maddog knows that this Sunday is the League Cup final (whatever you call it, it's still the league cup to me...)
I think Southern Pansy covered it well, they want to launch asap before they loose the NOTW readers.
Any publicity this shit rag gets is good publicity, especially to the type of readers they'll attract. If we make it an issue, they'll be more than glad to use it to their advantage.