It is an annual rite of passage for "sports" fans—the Sports Illustrated Swimsuit Edition.
But in this era of Twitter, smartphones and instantaneous publishing, it seems nothing can be done in a vacuum.
It's even hit the SI Swimsuit issue, which saw its cover photo leaked early.
The negative is that it won't get it's high-profile reveal on the "Late Show" with David Letterman. The positive is that the cover girl is Kate Upton.
She will still be on the show, and in the end, the early exposure probably doesn't matter. In fact, it may actually help with the buzz ... and the sales.