After the BBC ended their coverage of England's loss at the World Cup they played a "rather moving montage" of the team's journey set to Pet Shop Boys "Numb". Given the exposure to what was "one of the biggest TV audiences of the year" I'm sure that EMI was kicking themselves for not having the song out now as a single. Previous to the montage, "Numb" had been coming up as a favorite to be the third "Fundamental" single so this might just seal the deal.
Thanks to xolondon for the video link.
The Guardian has an interesting take on the PSB World Cup montage and on the importance of monatages in the modern day music world.