Explosive photographs and video footage of a punch-up between James Packer and David Gyngell are understood to have sold for more than $200,000 - to one of Mr Packer's best friends.
As the billionaire gaming mogul nursed his wounds - and, potentially, his ego - after the fight with the Nine Entertainment Group boss on Sunday, a media bidding war pushed the price of the explosive photos well above initial estimates.
Fairfax Media understands News Corp Australia eventually paid the hefty price for the 50-plus images and video footage, which hit the media market on Monday morning.
And in an ironic twist, among the highest bidders for the images was Mr Gyngell's own network, Channel 9.
About 12.45pm, Lachlan Murdoch, a friend of Mr Packer and Mr Gyngell and a non-executive co-chairman of News Corp, entered Mr Packer's Bondi home through a side entrance.
His arrival presents News Corp, the Murdoch press, with a challenging political minefield to navigate.
A few of the photos were published on News Corp websites on Monday afternoon with the words "News Corp" heavily watermarked over them.
The photos are set to be splashed over five pages of Tuesday's News Corp Australian mastheads, in what will no doubt provide uncomfortable scrutiny for both Mr Gyngell and Mr Packer.
They were taken outside Mr Packer's multimillion-dollar Bondi Beach home on Sunday afternoon and show him and Mr Gyngell throwing and receiving punches, wrestling on the ground and being separated by men believed to be Mr Packer's security staff.
The Packer and Murdoch camps have benefited each other for a long time, most notably in the Murdoch press's significant support for Mr Packer's Barangaroo casino development, which was eventually given the go-ahead under former NSW premier Barry O'Farrell.
The fight is believed to have been sparked when Mr Packer believed a Channel Nine news truck was parked near his beachside home.
However, Mr Gyngell had assured Mr Packer the truck was there by coincidence as one of his news staff members lived close by and was on-call.
Mr Packer has long been wary of media scrutiny but associates confirmed the fight was really the result of long simmering tension between the men.
The two men released a joint statement on the fight: "We have been friends for 35 years and still are. In that time we have had our fair share of ups and downs. We respect each other and neither of us will be commenting further."
About 10am on Monday, Mr Gyngell was seen leaving Mr Packer's property, wearing a suit and looking less dishevelled than he did on Sunday. His beard was gone, too.
According to alleged witness claims, people were spotted looking for teeth outside Mr Packer's home shortly after the exchange of blows.
While it is unclear which party is missing the teeth, Fairfax Media has been informed that Mr Packer was sporting a black eye while Mr Gyngell's face appeared unscathed. - with Lucy Carroll