It's far too early to say that Chelsea are set to win the Premier League, which is probably exactly why publicity-hungry bookmakers Paddy Power have decided that Chelsea are set to win the Premier League. From their blog:
Paddy Power is sticking its money where its mouth is and betting on a Premier League whitewash by Jose Mourinho this season, paying out a whopping £400,000 today to all the punters who have backed the ‘Special One’ to claim the coveted silverware.
£400,000 is an awful lot to pay, but even if it all goes wrong and someone else ends up winning the title, it's probably money worth spent by Paddy Power. Everyone's going to be writing about this, to the point where this could be considered a quite expensive advertising campaign even in the worst case scenario. And since Chelsea are mathematically in fairly good shape to win the league despite it being hellaciously early, in many scenarios PP get the publicity for free.
On the other hand, we now know exactly who to blame if Chelsea don't win the league. If you've jinxed us, Paddy Power, there will be hell to pay.