The launch of the Duke and Duchess of Sussex's new website 'sussex.com' has been widely dubbed a rebrand for the couple, who've struggled to make it as Hollywood A-listers.
A promising launch on the celebrity circuit in 2020 seems a distant memory, and their Montecito mansion and 24/7 security will not come cheap.
Prince Harry would insist he needs round-the-clock protection to keep his family safe, having lost his right to publicly-funded UK police protection when he stepped back as a working royal - an issue he is suing the Government over.
Harry and Meghan's approval ratings have taken a hit on both sides of the Atlantic after a controversial Netflix documentary, detailing the couple's messy exit as working royals, and Harry's memoir 'Spare' which was highly critical of the Royal Family.
The launch of the Duke and Duchess of Sussex's new website 'sussex.com' has been widely dubbed a rebrand for the couple.
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Controversially, the new website's 'biography' section for Prince Harry lists 'Spare' as one of his achievements.
It reads: "The Duke is the New York Times Bestselling author of Spare, a memoir of his life told with compassion, vulnerability, and unflinching honesty. Spare was the publishing industry's fastest-selling non-fiction book, selling more than 1.4 million copies on its first day of publication."
So why has the new sussex.com been launched now, and why is it quite so controversial?
The rebranded website's homepage is relatively light on content, featuring a glossy photograph of a beaming Harry and Meghan alongside the Sussex's royal coat of arms.
The website also links to Prince Harry and Meghan's charity, The Archewell Foundation, and Archewell Productions - which runs their media business ventures.
The 'about' section reads: "The Office of Prince Harry and Meghan, The Duke and Duchess of Sussex is shaping the future through business and philanthropy".
Critics of Harry and Meghan have accused Prince Harry and Meghan of using the crest to capitalise on their royal titles.
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The featured coat of arms is actually Meghan's, which was granted to her by Queen Elizabeth II in 2018 following her marriage to Prince Harry.
The Duchess helped design the right-hand side of the crest, which features the deep blue of the Pacific Ocean, a songbird emblem of communication, and flowers native to California.
On the left-hand side is Prince Harry's crest, granted on his 18th birthday, featuring the Royal Family's coat of arms and red escallops representing his mother, Princess Diana's, family.
Critics of Harry and Meghan have accused Prince Harry and Meghan of using the crest to capitalise on their royal titles.
An unnamed source told the Daily Mail: "They are going to have real trouble with the use of Sussex. It is a royal title and if there is any hint of commercialism about this it will be shut down. It is just staggering that they cannot see how gauche it is."
But a separate source told the publication: "Prince Harry and Meghan are the Duke and Duchess of Sussex. That is a fact. It is their surname and family name."
In fairness to Harry and Meghan, they do not specifically mention their royal connection on their new website.
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Let's break this down.
In 2020, an agreement was struck between the Royal Household and The Duke and Duchess of Sussex detailing what commercial ventures were, and were not, acceptable.
The now dormant sussexroyal.com website, which is linked to in the new website, details the agreement: "Given the specific UK government rules surrounding the use of the word 'Royal', it has been agreed that their non-profit organisation will not utilise the name 'Sussex Royal' or any other iteration of 'Royal'.
In fairness to Harry and Meghan, they do not specifically mention their royal connection on their new website.
In a clear cut from their former lives, there is also no mention of 'serving the monarchy' - something which was highlighted in the old website.
There are, however, a number of subtle features, linking Harry and Meghan to the Royal Family.
The Duke and Duchess have authorised the use of their children's titles in the new website - Prince Archie and Princess Lilibe
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For example, The Duke and Duchess have authorised the use of their children's titles in the new website - Prince Archie and Princess Lilibet.
The royal coat of arms is also dominated by a crown - coincidence?
PR Expert and Talent Manager, Jonathan Shalit, told GB News the Sussex's new website was a "savvy" attempt by the couple to promote their brand.
I suspect the verdict will come down to the interpretation of the new website, and whether any new commercial deals struck were as a result of Harry and Meghan's individual talents, or the fact they have a royal link.
The King, courtiers and the British Government might not care that the Duke and Duchess have launched a new website which subtly implies their royal connection.
Even if they did, however, I suspect they would have little power to stop it.
Prince Harry and Meghan sacrificed many perks when they stepped back as working royals, but use of their 'Duke and Duchess of Sussex' titles remain their legal right.
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In 2020, Harry and Meghan's team made it clear that "there is not any jurisdiction by The Monarchy or Cabinet Office over the use of the word 'Royal' overseas."
They added: "The Duke and Duchess of Sussex do not intend to use 'Sussex Royal' or any interaction of the word 'Royal' in any territory (either within the UK or otherwise)".
Is there a big difference between royal-related words and royal-related symbols, and does removing the word "royal" from your website domain protect you from unsavoury accusations?
Prince Harry and Meghan sacrificed many perks when they stepped back as working royals, but use of their 'Duke and Duchess of Sussex' titles remain their legal right.
Only an Act of Parliament can take away that right, something I suspect most Governments would be reluctant to pursue; it could upset the King.
Despite everything, King Charles still loves his son and Harry's dash across the Atlantic to see his father following his cancer diagnosis shows that wounds could heal.