Whoever is calling the shots on this rollout—whether it’s Harry, Meghan (who did after all used to run a lifestyle site), the “Fab Four” as a team, or some palace PR professional—knows what they’re doing, parceling out attractively packaged details. As celebs in the entertainment business have realized, social media offers a new way of controlling one’s narrative, and that’s just as appealing to the royals, who both need and have every reason to fear media attention.