WHAT? YOU WERE MARRIED ALL ALONG?

In an announcement that will shock most, if not all, of the world, Jack White has admitted that, yes, Meg was his wife, not his sister. But he lied for us - oh, yes, it was to stop us looking at the White Stripes in a funny way; in fact, it wasn't even lying:

"It's funny that people think me and Meg sit up late at night, in front of a gas lamp, and come up with these intricate lies to trick people.

"If we had presented ourselves in another fashion... how would we have been perceived, right off the bat? When you see a band that is two pieces, husband and wife, boyfriend and girlfriend, you think, 'Oh, I see...'

"When they're brother and sister, you go, 'Oh, that's interesting.' You care more about the music, not the relationship."

Let's not even bother ourselves with the possible truth of that (if anything, a grown up brother and sister playing together is far more intriguing than a married couple, if you ask us), but instead, frame a different question to Jack: Since in less than three seconds of your first appearance on the scene the rumours about your marriage to Meg had been launched, doubted, rejected, revived and proved, didn't your plan to try and stop your relationship taking attention away from the music fail at pretty much the first hurdle?

Now, if your plan had been to attempt to draw attention to yourself with a 'married? related? incestuous?' story arc - why, there you'd be toasting a PR triumph, wouldn't you?


The White Stripes, yesterday

music white stripes jack white meg white