UnderCurrent is never quite sure what constitutes irony - is it indeed rain on your wedding day or a black fly in your chardonnay? Or is the total absence of irony from a song about irony itself ironic?

That's why UnderCurrent is hesitant to brand Kogan the ultimate ironicist, for fear it will suffer the same type of mocking retribution levelled against retailers such as JB Hi-Fi and Harvey Norman.

So let's just call it strange that Kogan's prolific PR agency would send out bordering-on-pointless releases about Internet Explorer taxes, Collingwood TVs, unaudited daily sales records and Facebook friends while not bothering when the company actually has an actual piece of news.

As the traditional TV importers would know, all suppliers of TVs - regardless of their football team affiliation - must join an approved TV Recycling scheme. Proper Journalist has been following this up with the same amount of vigour as a Kogan apparatchik orchestrating the latest publicity stunt.

And in a process best compared to drawing blood from a stone, the combined forces of UnderCurrent and Proper Journalist can today reveal that Kogan has aligned with DHL, which also has Samsung, Sony and LG on its books.

Kogan staying quiet on the one thing of relative news value? Isn't it ironic.