Instead of announcing his retirement Tuesday, LeBron James unveiled another collaboration with Hennessy.
The sports world had feverishly speculated for the last 24 hours about what news was coming from the Los Angeles Lakers superstar after James posted a tease Monday for a second version of his famous "Decision" in which he left Cleveland for Miami in 2010.
Many mused James might announce his upcoming 23rd season would be his last, and some enterprising fans went as far as buying tickets for a potential farewell campaign.
The "news" ended up being just a new limited-edition bottle of cognac for James, 40, in his partnership with Hennessy.
If NBA fans are upset the announcement wasn't something substantive, that feeling will likely fade.
On the other hand, collectors should be more upset.
Why?
Because this is yet another story of a company using the words "limited-edition," while making a product it is selling to the masses.
In material provided by Hennessy to sellers of the cognac for the new "LeBron James V.S.O.P" bottle, it says this: "This limited edition is not just a drink; it's a piece of art," and "the collaboration with LeBron James adds a unique touch, making it a collector's item that celebrates both sports and sports excellence."
It might be a piece of art, but it certainly won't be a coveted one, nor is it a collector's item.
How can I declare that mere minutes after it hit the market?
Simply put, for something to become a collector's item, it has to be earned, it can't just be labeled. Even manufactured scarcity must be transparent, and that is why 1/1 cards and other parallel releases are so sought-after by collectors.
Hennessy announced the bottle is "limited edition," but the company didn't offer how limited the run will be. Additionally, there was no news about variants collectors would want to chase: no autographed bottles, no special versions with James in a different pose ... nothing.
Hennessy used this same playbook last year. The French cognac company put out "limited edition," "very special" LeBron James bottles for $53.99. They were so special you can get them cheaper this year — and that's with the cognac in it!
Saying something is a collector's edition is just as misguided as LeBron suggesting people would be interested in this second decision.
Darren Rovell is the founder of cllct and one of the country's leading reporters on the collectibles market. He previously worked for ESPN, CNBC and The Action Network.