You would expect an announcement that would forever change the face of the internet to be a grand affair - a big stage, spotlights, media scrums and a charismatic frontman working the crowd.
But unless you knew where he was sitting, all you got was David Hendon's slightly apprehensive voice through a beige plastic earbox. The words were calm, measured and unexciting, but their implications will be felt for generations to come.
Hendon is the Department for Trade and Industry's director of business relations and was in Geneva representing the UK government and European Union at the third and final preparatory meeting for next month's World Summit on the Information Society. He had just announced a political coup over the running of the internet.
Old allies in world politics, representatives from the UK and US sat just feet away from each other, but all looked straight ahead as Hendon explained the EU had decided to end the US government's unilateral control of the internet and put in place a new body that would now run this revolutionary communications medium.