It’s not a time that any of them want to be thinking of a damage limitation strategy – neither the Prince and Princess of Wales or the team around them.
The priority has been allowing the princess the space to get better after she spent time in hospital for abdominal surgery in January.
But this was a story where they knew they’d been caught out, leaving us with the remarkable situation where Kate was the one holding her hands up and admitting she’d made a mistake.
Her apparent honesty is hard to criticise, although there has been surprise that members of her team haven’t publicly taken some responsibility.
It’s been embarrassing and extraordinary to see them fall into the fake media debate.
This well-liked and widely respected couple looked frankly fed up as they were photographed in a car leaving Windsor Castle yesterday.
But can the popularity of William and Kate help them to ride this one out?
The newspaper headlines have certainly been gentler than I expected.
The Sun even declared “Lay off Kate”, while others just reported it straight that she’s apologised.
And it’s not because their journalists haven’t demanded more information about the picture like the rest of us.
But Kate sells papers, and in serious numbers.
Read more:
Why has there been speculation about Kate’s health?
Picture agencies pull Kate photo amid ‘manipulation’ concerns
Please use Chrome browser for a more accessible video player
They can’t wait to see her back on public duty and they don’t want any criticism to hamper their access to photographs of her.
Obviously we don’t know when she’s going to be back doing engagements, so for now it’s up to William to publicly face the repercussions.
We know he wants to focus on family and work, and he won’t be forced by social media to give any more than he has to.
Click to subscribe to the Sky News Daily wherever you get your podcasts
This however isn’t just about rogue conspiracy theories.
It has to be taken seriously when there are questions about trust and transparency.
Of course some will argue the alterations were probably small and what’s wrong with that.
But it will mean an added spotlight and scrutiny on all pictures they now put out – not just the usual excitement that normally would come with every new release from Kensington Palace.
