Why did the Fifa President not face the media?
This was always going to be a momentous week for Fifa.
It is the week of the Presidential elections, which see incumbent Sepp Blatter take on Prince Ali bin al-Hussein, who has the support of Uefa, the European football governing body.
Many have predicted that the election is a foregone conclusion based on the power and influence Blatter has over his members.
But the first signs that the much-tarnished organisation may be in for more drama than it bargained for occurred earlier this week when Prince Ali's election team notified police that it had been offered election votes and sensitive financial information.
On Wednesday morning, dawn raids saw the arrest of Fifa officials in connection with allegations of bribery and money-laundering while a separate criminal investigation is taking place into the voting for the 2018 and 2022 World Cups.
The fact that the FBI and Swiss authorities have also been involved underlines the seriousness of the crimes. The US attorney general Loretta Lynch said of the allegations “corruption that is rampant, systemic and deep-rooted both abroad and here in the United States” and that it “spans at least two generations of soccer officials who, as alleged, have abused their positions of trust to acquire millions of dollars in bribes and kickbacks."
The world's media had already arrived in Switzerland ahead of the Presidential election and, with the drama unfolding, Fifa's planned press conference could arguably be described as one of the most important in the organisation's history.
Fifa spokesman Walter de Gregorio did his best to convince the media that the arrests were expected, even if the timing was not planned, and that it was a "good day for Fifa" no doubt because corruption was being exposed.
The problem with that argument is that Blatter has been overseeing Fifa since 1998, so any misdemeanours which have occurred have taken part on his watch, even if he is yet to be implicated personally.
As the English Football Association Chairman Greg Dyke put it, the allegations are serious for Fifa and its leadership.
As the leader of Fifa and standing once again for election, Wednesday's press conference was the perfect time for Blatter to face the media, address the issues head-on and state his determination to root out any corruption.
After all, some of his colleagues and the fate of the next two editions of the Fifa World Cup are at stake.
Hiding behind a spokesman and making little or no substantial statement at all, particularly on such a critical day, is only one step further forward than "no comment" which always provokes suspicion.
Blatter has been around long enough to know Fifa inside out and so facing the media with strong positive messages could have provided some positives from a particularly challenging day.
With the organisation at the centre of a media storm, Blatter had no option but to speak out, asserting his willingness to co-operate with the authorities and to address any issues which are exposed by the two investigations.
He could have expressed regret and anger that these things had happened under his leadership and announced immediate plans to undertake a transparent investigation to ensure that the beautiful game is not tarnished by corruption.
Then again, Blatter has denied in the past that Fifa was in crisis when allegations emerged and one of the first rules of public relations is to acknowledge that there is a problem, something the current President appears keen to avoid.