JUST when it looked like books were heading south - in the sporting world at least, they are set to make a massive comeback.
Whether it's Ricky Ponting, Michael Hussey, Sir Alex Ferguson or David Beckham, those releasing in time for the pre-Christmas sales period are already attracting plenty of interest.
Sir Alex's efforts have caused massive controversy in Britain over the past week, with former charges joining together in universal condemnation of his apparent lack of appreciation for their efforts in delivering him on-field success.
While the now-retired legendary Manchester United mentor reserved plenty of attention in his latest biography for Beckham and his alleged pursuit of fame beyond football, Sir Alex also had his say on Roy Keane's savage tongue as well as criticising Ruud van Nistelrooy and current Red Devil Wayne Rooney.
Keane, who won seven club titles at United, returned fire, claiming Sir Alex lacked loyalty to those who had served him and his club well.
The Irishman's mother, Marie, even got in on the act, expressing her displeasure that her son's former boss could be critical of her boy.
But it's the attack on Beckham which has the potential for sustained interest - with the long term pin-up boy of English soccer due to release his book this week.
Whether or not Becks has allocated space in his latest tome to Sir Alex remains to be seen - but the manager says they fell out, forcing Beckham to leave the club, because of his relationship with his now-wife, Victoria, and an obsession with becoming famous.
Meanwhile Ponting's latest work seems to have diverted from the traditional Australian cricket diary with the odd naughty story, towards a serious analysis of where the sport in this country has headed in recent years.
Following closely on the heels of a similarly unrestrained work from former teammate Mike Hussey, Ponting's thoughts have already upset Australian authorities and international opponents.
His criticism of Cricket Australia has earned Ponting a rebuke from his first national captain, Mark Taylor, who accuses the Tasmanian of overstating the situation to sell the book.
But it's not surprising that Taylor might be inclined to take that stand, given that he is now a board member of the embattled national body and having just come on board, has every reason to try to protect its brand.
And in an odd coincidence as it has turned out, Ponting in parallel with Sir Alex appears to take a swipe at his vice- captain, Michael Clarke, for preferring to pursue a glamorous lifestyle with then- girlfriend Lara Bingle than spend time with his teammates.
But becoming famous is now part and parcel for many in modern sport. While the spoils can be grand for simply being good at what they do on the sporting field, a few extra grand for becoming a B-list celebrity and the connections and opportunities that go with it - both at the time and importantly into the future - can be handy.
We've moved on from the days when sport was sport - and if it helps to sell a few books as well, why not?