It's time for reflections a day after the historic double vote that handed the World Cup to Russia in 2018 and Qatar in 2022. Here are 10 things we learned from this week's festivities in Zurich, a city far too nice for FIFA's shenanigans:
1. Countries with technically sound bids need not apply
What was the point, really, of finishing top of the class in technical details? The U.S. and England were clear front-runners in that respect, only to fall well short in the final tally. "If you look at the technical process, the people who got the best reviews went out earliest, while the people who get the toughest reviews seem to have won," England's bid leader, Andy Anson, told reporters.
FIFA might as well save money next time rather than commission a study examining potential revenue of countries aiming to host a World Cup. England and the U.S. were unrivaled in 2018 and 2022, respectively. Lot of good it did them.
2. A good presentation helps
Russia managed to put together a fine presentation to FIFA, despite the absence of charismatic Prime Minister Vladimir Putin. It would have been better had Deputy Prime Minister Igor Shuvalov sped proceedings up a smidgeon. But credit Shuvalov for giving his speech in English, which was pretty good.
Russia's pocket dynamo, Andrei Arshavin, seemed genuine, with record-breaking pole-vaulter Yelena Isinbayeva adding a touch of female charm.
3. A good presentation doesn't help
England thought it outdid Russia by bringing out three big guns, David Beckham, Prince William and Prime Minister David Cameron. The production was perhaps the best of any in Zurich, with Beckham talking emotionally about his late grandfather. Premier League managers Alex Ferguson, Arsene Wenger and Roberto Mancini all were featured in video messages. England played up a Football United theme.
"It was a very strong story and seemed to resonate with people around the world," Anson said. "Obviously not enough. To me, the football fans in England deserve to have a World Cup. That's why we've been fighting like mad."
When will England next try for a World Cup? Don't forget it lost out for 2006 to Germany.
4. No stars, no problem
Having celebrities didn't translate to success in Zurich. Beckham and Prince William couldn't do enough; President Clinton and actor Morgan Freeman were on the losing side with the U.S.; and supermodel Elle Macpherson failed to sufficiently boost Australia's bid. The Socceroos got one vote. Yes, one.
The two winners, meanwhile, didn't have household names in their offerings to FIFA.
5. The Iberians didn't really care
Based on the proceedings Thursday, it's the only conclusion you can reach. The bid team simply rehashed technical data, repeated facts, didn't invoke passion and failed to speak much English in its presentation, probably a turn off for executive committee members.
Much worse, however, was bid head Angel Villa Llona lauding the selection process and praising FIFA. "I love FIFA clearly, but those I love the most are my colleagues in the ExCo," Villa Llona said in a particularly cringe-worthy passage.
6. Qatar wasn't the only high-tech bid
Air-conditioned stadiums. So passé.
Japan, vying for 2022, intended to transmit life-sized 3D images of games to fans at stadiums around the globe. "I have to admit that the idea blows my mind away," bid chief Kohzo Tashima said in its presentation to FIFA on Wednesday. "Three hundred and sixty million people could have a full stadium experience of matches. That's over 100 times the number of spectators at the 1994 World Cup."
FIFA's wasn't sufficiently blown away. Japan, which co-hosted the 2002 tournament with South Korea, was eliminated in the second of four rounds of voting.
7. Belgium and the Netherlands punched above their weight
They knew they weren't going to win, so the Belgian and Netherlands contingent didn't look disappointed when Russia got the nod. They were simply happy to be in Zurich.
Ruud Gullit, the former AC Milan virtuoso, and respected coach Guus Hiddink had smiles on their faces in the so-called mixed zone afterward, maintaining the fun factor.
The perceived minnows actually advanced to the second round of voting -- unlike England. Ouch.8. Looks can kill
Journalists were told to assemble for FIFA's announcement at 4 p.m. By the time everyone filed in to the required room, it was a bit later. The suspense was building nicely -- until Gary Lineker walked in.
Lineker, formerly a much loved striker in England who now hosts venerable "Match of the Day" in England, had the sourest look on his face. He was incredulous and amazed.
Close behind him was Andy Cole, another former prolific English striker. Cole looked utterly ticked. Within seconds, word got around about England's early elimination.
9. Being in Switzerland makes everyone polite
What were us journalists looking for from the English and U.S. after the announcement? Anger. Something like, "This is ridiculous. We had the best plan and would have made the most money. FIFA doesn't know what it's doing. Never has, never will."
Instead, we were greeted with overly dignified approaches. Really? But expect some vitriol in Britain's Sunday newspapers. Martin Samuel is already blasting FIFA for being rotten to the core.
10. When in town, try to get a room at the Baur au Lac
FIFA can't just stay in any good hotel, its Executive Committee members have to lodge at the pricey Baur au Lac, located in its own park and overlooking Lake Zurich. If you wanted to check in Friday, the cheapest room would set you back $876 a night. Breakfast not included.