To announce now, when there is still no contest on the agenda, and even though the election results are almost known in advance, about a head-to-head battle with Netanyahu over the Likud leadership - this is first and foremost a brave move.
Many senior Likud members presumably stared blankly and with envious glances at the small screen as their friend preceded them in the course they had long planned.
Yuli Edelstein's announcement puts the Likud in a new reality, of challenging Benjamin Netanyahu's leadership, while he serves as the leader of the opposition and without the power that surrounded him when he was prime minister.
The previous candidate against Netanyahu, found himself after the defeat founding a new party that succeeded in a momentary success in bringing Netanyahu to power, but its fate is shrouded in mist.
The lesson of both should be to conduct a fair and proper fight that does not burn bridges and bring down casualties.
Sometimes there is a gap between courage and wisdom.
Not every brave person is necessarily smart, and vice versa.
Edelstein's move catches Netanyahu at a sensitive point in time, as someone who is fighting for his place in the Israeli public after being deprived of the coveted title.
Seemingly the most appropriate time to attack.
Sharks prefer the bleeding fish over the whole and healthy ones.
But the Likud DNA may prove once again that it works differently. There the leaders are guarded and not abandoned. And often those who pay the price are the ones who have challenged and crossed the border.
In the three months since Netanyahu lost power, his status has only grown stronger.
20,000 people joined the Likud because of a commander he initiated, that is, they joined because of him.
In the polls, the Likud is rising, and this indicates its status in the public, which is certainly reflected in the movement as well.
So the question of timing is also puzzling to Edelstein.
Contrary to the opinion of Netanyahu's loyalists who will begin to attack Edelstein, try to present him as a subversive and take him out of the party consensus - the declaration of a good deal for the Likud.
It increases competition and can wake up the field - a critical issue ahead of general elections.
On the other hand, it may also be dangerous for the party, if it turns out that the whole deal is to prepare the ground for retirement and joining the government and extending its life.
The big question is whether Edelstein is acting out of cold political consideration, and all his desire to get ahead of Nir Barkat, Avi Dichter and perhaps others he believes may go on a similar move soon, or whether he is driven by the recent revenge and evil spirits between him and Netanyahu.
Many of the former prime minister's rivals soon found themselves devoid of political options after choosing to act from the belly.
It will be interesting to see Edelstein, who was but recently assigned to left-wing circles and the media, after being the first Knesset speaker who did not respect the High Court ruling, begin to be repeated and embraced only because he moved to the right side - the side of Netanyahu's opponents.
The man who, though not in leadership, continues to be the central axis around which everyone celebrates.