A good gossip story used to take weeks to surface. Now the whole scandal can be posted, shared, denied and forgotten in about as much time as it takes to close the Norton pop-up telling you your virus software has expired.
This is David Archuleta, the ever-grinning runner-up from American Idol's seventh season. With his softly soulful voice and family-friendly Mormon upbringing, he's like a less-threatening version of Zac Efron.
He's been in the news this week because he was spotted at a New York gay club on Saturday and didn't want his young fans to get 'the wrong idea'. As soon as the story broke, he took to Twitter to post a frantic series of messages denouncing his choice of venue and claiming he was only there to see his friend Charice perform.
Unwittingly dissing the lifestyle of much of his fanbase, Archuleta tweeted "Mental note to self: always ask where before you go! Wasn't my kind of place lol, and I had no clue! I guess you live and learn. Been seeing some of the tweets.. sheesh! Can get crazy quick. NO worries all, I wouldn't get into things like that intentionally haha. Hope you guys have a good Sunday!"
Being a gay runner-up on Idol can go either way. Adam Lambert may have triumphed over red state small-mindedness, but Clay Aiken was dropped faster than a pair of leatherette disco shorts when he revealed his sexuality to his fans. So it's understandable that David would want to distance himself from those rumours.
But sensing that maybe he'd been a little too vociferous, he took to Twitter once again to retract his rebuttals and downplay his disgust: "I have friends who are gay, and they're great people. Whether they're gay or not doesn't change how I think of them. I have nothing against anyone, I'm sorry if that's how it came across. I'm just not into the partying scene lol."
But no-one's LOL'ing. The homophobic haters have nothing to pin on him, gossip columnists have a perfectly reasonable alibi, and the gays can't even get riled by the fact that he doth protest too much.
Mental note to self - Twitter is killing the art of celebrity tittle-tattle. Come back Katie and Peter, your people need you.